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,
Bryan Phelps is the founder and CEO of Big Leap, a digital marketing agency he’s been running for 17 years. He’s been working in digital
This is an Impact Pricing Blog published on June 30, 2025, turned into an audio podcast so you can listen on the go. Read Full
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.
John Norkus is the founder of chiefpricingofficer.com and has led pricing transformation teams at several large consulting companies including Deloitte and KPMG. He started his
This is an Impact Pricing Blog published on June 23, 2025, turned into an audio podcast so you can listen on the go. Read Full
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
Steven Forth is the founder and CEO of Ibbaka and by far Impact Pricing’s most frequent guest. He’s currently developing ValueIQ, a set of agents
This is an Impact Pricing Blog published on June 16, 2025, turned into an audio podcast so you can listen on the go. Read Full
Buyers trade money for value. They don’t care what it takes you to deliver your product. They care what it does for them. That principle
