Why Buyers Really Buy
You’re sitting in a conference room facing a software purchase decision. Two vendors, similar products. Vendor A costs 15% more but has a proven track
You’re sitting in a conference room facing a software purchase decision. Two vendors, similar products. Vendor A costs 15% more but has a proven track
I got so excited last week to dive into how to do AI packaging, the frameworks and structure, that I forgot to help you see
The value architecture has three layers: foundational problems, problem scope, and situational context. Last week we talked about how foundational problems define market segments. But,
Pricing begins with understanding why buyers choose to make a purchase in the first place. Buyers don’t purchase AI because it is powerful or innovative.
Mark, Why Does This Distinction Matter? In AI, whether you are selling a platform or a solution is one of the most important strategic decisions
One of the most important lessons in pricing is this: Buyers trade money for value. That hasn’t changed, even with the rise of AI. They
This is the first of a series of blogs that may eventually become a book on Pricing AI. Why? Because AI is exploding into products
Most people think pricing is about math. We build spreadsheets. We run simulations. We talk about cost-plus (ugh) and margins and profit targets. But pricing
I teach pricing (and value) a lot. And I always include price segmentation. It’s one of the most powerful ways a company can grow profits,
You can listen to the full audio version of this blog we call — Blogcast. Over the Fourth of July, I took a trip to the