Why Buyers Really Buy
September 15, 2025
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
Tag: value
Pricing AI: The Value of Packaging
September 8, 2025
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
Packaging AI: Structuring Features and Placing AI in Offers
September 1, 2025
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,
The Secret Link Between Market Segments and the “Will I” Decision
June 16, 2025
You can listen to the full audio version of this blog we call — Blogcast. Most companies try to segment their markets by surface traits like
Why Pricing AI Is So Hard
June 9, 2025
You can listen to the full audio version of this blog we call — Blogcast. Pricing AI is one of the hottest topics in tech right
Jobs to Be Done vs. Problems and Results: What’s More Useful in B2B?
June 2, 2025
You can listen to the full audio version of this blog we call — Blogcast. I’ve been struggling to understand the difference between the Jobs to
Value Is Not the Same as Willingness to Pay
May 26, 2025
You can listen to the full audio version of this blog we call — Blogcast. In pricing conversations, we often treat value and willingness to pay
Markets don’t segment by industry; Buyers segment by problem.
May 12, 2025
You can listen to the full audio version of this blog we call — Blogcast. When most companies talk about “market segments,” they really mean industries:
Urgent Pricing Decisions
May 5, 2025
You can listen to the full audio version of this blog we call — Blogcast. Pricing is incredibly important. It is what makes a company viable.
Why I Don’t Use Value Maps
April 28, 2025
You can listen to the full audio version of this blog we call — Blogcast. Value Maps seem to be a staple in pricing. Colleagues write
