Why Pricing AI Is So Hard
June 9, 2025
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
Tag: pricing
Jobs to Be Done vs. Problems and Results: What’s More Useful in B2B?
June 2, 2025
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
Value Is Not the Same as Willingness to Pay
May 26, 2025
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
May 19, 2025
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.
May 12, 2025
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
May 5, 2025
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
April 28, 2025
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
April 21, 2025
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
Willingness to Pay Is Not Rational
April 14, 2025
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
Tariffs Are a Second Chance
April 7, 2025
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
