Most companies try to segment their markets by surface traits like industry, company size, age group, or geography. And while these can be useful, they
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
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
You can listen to the full audio version of this blog we call — Blogcast. Charging what a buyer is willing to pay is the single
You can listen to the full audio version of this blog we call — Blogcast. In a Wall Street Journal article titled “How to Save Our
