Impact Pricing

Impact Pricing

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The Secret Link Between Market Segments and the “Will I” Decision
Most companies try to segment their markets by surface traits like industry, company size, age group, or geography.
 • 
Mark Stiving, Ph.D.
Why Pricing AI Is So Hard
Pricing AI is one of the hottest topics in tech right now and also one of the hardest.
 • 
Mark Stiving, Ph.D.
Jobs to Be Done vs. Problems and Results: What’s More Useful in B2B?
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 and…
 • 
Mark Stiving, Ph.D.

May 2025

Value Is Not the Same as Willingness to Pay
In pricing conversations, we often treat value and willingness to pay interchangeably. They are closely related, but they are not the same. Every…
 • 
Mark Stiving, Ph.D.
1
The Two Questions Every Buyer Asks—and How to Design Your Product and Pricing Around Them
Many pricing professionals talk about understanding value, but few break it down into the architecture that drives buyer and company decisions.
 • 
Mark Stiving, Ph.D.
Markets don’t segment by industry; Buyers segment by problem.
When most companies talk about “market segments,” they really mean industries: aerospace, automotive, healthcare, etc.
 • 
Mark Stiving, Ph.D.
Urgent Pricing Decisions
Pricing is incredibly important.
 • 
Mark Stiving, Ph.D.

April 2025

Why I Don’t Use Value Maps
Value Maps seem to be a staple in pricing.
 • 
Mark Stiving, Ph.D.
Moving Hearts and Minds
Any major change to pricing strategy or tactics requires several people to cooperate, which means you need the ability to influence them.
 • 
Mark Stiving, Ph.D.
Willingness to Pay Is Not Rational
Charging what a buyer is willing to pay is the single profit-maximizing price.
 • 
Mark Stiving, Ph.D.
Tariffs Are a Second Chance
Inflation peaked at 9.1% in June 2022.
 • 
Mark Stiving, Ph.D.

March 2025

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