Impact Pricing Blog
Written by a Human!
Value Is Not the Same as Willingness to Pay
In pricing conversations, we often treat value and willingness to pay interchangeably. They are closely related, but they are not the same. Every pricing and
The Two Questions Every Buyer Asks—and How to Design Your Product and Pricing Around Them
Many pricing professionals talk about understanding value, but few break it down into the architecture that drives buyer and company decisions. In our Context-Driven Pricing
Markets don’t segment by industry; Buyers segment by problem.
When most companies talk about “market segments,” they really mean industries: aerospace, automotive, healthcare, etc. That’s easy, but it’s wrong. Industries are proxies, not segments.
Urgent Pricing Decisions
Pricing is incredibly important. It is what makes a company viable. It drives your near-term and long-term revenue and profit growth. It is a major
Why I Don’t Use Value Maps
Value Maps seem to be a staple in pricing. Colleagues write about them. Many teach them. In theory, they are great. I don’t use them.
Moving Hearts and Minds
Any major change to pricing strategy or tactics requires several people to cooperate, which means you need the ability to influence them. I used to
