The Value Was Always There
June 29, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Buyers don’t pay for the value you create. They pay
Tag: willingness to pay
Hidden Problems, Hidden Value
June 22, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. A friend of mine bought a new mattress because her
What Is a Pig Worth?
May 11, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. I recently listened to a Radiolab episode called “What Is
Your Wins Are Lying To You
April 13, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Good companies study their losses. Win–loss reviews, pipeline analysis, postmortems
Willingness to Pay Isn’t About Your Product
April 6, 2026
You can listen to the full audio version of this blog we call — Buyer Insight. Every pricing conversation eventually lands in the same place. Charge
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
Willingness to Pay Is Not Rational
April 14, 2025
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 Influence Your Customers’ Willingness to Pay
November 11, 2024
You can listen to the full audio version of this blog we call — Blogcast. Two weeks ago I defined Context Driven Pricing as charging what
Price Segmentation in Action: Why Geography Matters for Your Wallet
June 6, 2024
You can listen to the full audio version of this blog we call — Blogcast. Price segmentation is one of the most important and potentially powerful
System 1 and System 2 Value
November 2, 2023
You can listen to the full audio version of this blog we call — Blogcast. Daniel Kahneman, in his book Thinking Fast and Slow, described
