Why Pricing AI Is So Hard
Pricing AI is one of the hottest topics in tech right now and also one of the hardest. The key challenge? Choosing the right pricing
Pricing AI is one of the hottest topics in tech right now and also one of the hardest. The key challenge? Choosing the right pricing
I’ve been struggling to understand the difference between the Jobs to Be Done (JTBD) framework and my own approach of thinking in terms of problems
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
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
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.
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
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.
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
Charging what a buyer is willing to pay is the single profit-maximizing price. It’s impossible to do better. But, it’s also impossible to know exactly
Inflation peaked at 9.1% in June 2022. In 2023 and 2024, I was surprised to find companies that still had not raised their prices. I’m