The Power of Market Segmentation in Pricing
May 13, 2020
People are afraid to focus. They’re afraid to go after specific market segments, and instead want to go after ‘everybody’; they don’t want to miss
Category: Blog
Understanding the Value Capture Gap
May 6, 2020
I’ve heard some version of the following from many CEOs: “We create a lot of value for our customers but we don’t do a very
Segment Your Products for Pricing
April 29, 2020
Surely you’ve heard of price segmentation, but have you heard of product segmentation? A friend sent me an article about fashion – a topic I
Outcome-based vs. Usage-based Pricing
April 22, 2020
In the subscription world, I see these two phrases and concepts used a lot, but the difference isn’t always clear. Let’s explore this together and
Q&A: What to Teach Manufacturing Companies about Pricing?
April 15, 2020
Question: Hello Mark, First of all, my best wishes for 2020! I was wondering about your views on the main profit challenges for industrial clients.
How Southwest Airlines “Tricks” You
April 8, 2020
Quick comment: I wrote this post before the COVID-19 shutdowns. One day we will return to a new normal. Regardless, the lesson taught here is
The Good and Bad of Price Gouging
April 1, 2020
Recently, I asked what people thought of price gouging and received many great comments on a post on LinkedIn. Although I had opinions going in,
Coronavirus Response: Lower Your Prices NOW
March 30, 2020
Without a doubt, this is the worst idea I’ve ever come up with as a pricing expert. It goes against everything I’ve ever taught. This
Why Your Fear is Costing you Profit
March 25, 2020
One weekend at an NSA meeting I met an executive coach and we found ourselves swapping success stories. After I told him three separate stories
Why Clearly Defined Subscription Goals Lead to Pricing Success
March 18, 2020
I often say you need to know the goal of your subscription product (or any product for that matter) to properly make decisions around pricing.
