Impact Pricing

Blogcast: Pricing AI: The COMPASS Spectrum of Pricing Metrics

This is an Impact Pricing Blog published on October 6, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-the-compass-spectrum-of-pricing-metrics/ [https://impactpricing.com/blog/pricing-ai-the-compass-spectrum-of-pricing-metrics/] If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: * Email: mark@impactpricing.com [mark@impactpricing.com] * LinkedIn: https://www.linkedin.com/in/stiving/ [https://www.linkedin.com/in/stiving/]

How Behavioral Economics Can Fix Your Pricing Blind Spots with Etinosa Agbonlahor

Etinosa Agbonlahor is the CEO of Decision Alpha and former Director of Behavioral Research at Fidelity Investments. A behavioral economist by training, she helps companies understand how customers actually make decisions—and how that should shape pricing. In this episode, Etinosa and Mark Stiving unpack the tension between real value and perceived value, why customers don't react to prices rationally, and how behavioral economics can strengthen pricing strategies. They explore value drivers, ethical nudging, the fear of raising prices, and why most buyers don't remember prices as clearly as business owners think. If you want clearer, psychology-backed ways to price, communicate value, and make better pricing decisions, this episode gives you practical insights you can use right away. Why You Have to Check Out Today's Podcast: * Why customers forget your prices—and how that myth makes business owners afraid to raise them. * How behavioral economics expands value beyond profit into perception, context, and emotion. * How to raise prices ethically using segmentation, glide paths, and clear communication. "Understand your customer. Do the pricing research with customers—not just with quant models. Go talk to customers. It's important." — Etinosa Agbonlahor Topics Covered: 02:08 – Pricing and Behavioral Economics. Mark and Etinosa debate where behavioral economics fits in pricing—Mark sees it as the final touch, while Etinosa argues it shapes value perception from the start. 05:20 – Defining Real vs. Perceived Value. A foundational question: is value measured strictly in outcomes, or also in emotion, context, and comparison? Their contrasting definitions reveal why pricing teams often misread customers. 09:05 – Value Beyond Monetary Price. Etinosa expands value to include convenience, safety, time saved, emotional comfort, and opportunity cost—benefits customers feel but rarely articulate. 10:37 – Value Drivers in Pricing Strategies. Behavioral research uncovers the real outcomes customers care about. Mark connects this to pricing strategy: quantify value drivers to justify stronger pricing. 15:32 – Manipulation in Behavioral Economics. Mark asks whether nudging is manipulation. Etinosa explains that behavioral tools aren't coercive—intent determines whether they help or harm the customer. 18:02 – Ethics of Choice Architecture. Every pricing page is a designed choice. Etinosa contrasts ethical nudges with dark patterns, while Mark questions how businesses balance their goals with customer wellbeing. 22:22 – Behavioral Economics in Business. Real-world examples show how behavioral insights improve retention, financial outcomes, and long-term customer relationships—not just revenue. 24:20 – Pricing Fears and Customer Perception. The Spotlight Effect is a myth: customers don't track your prices as closely as you think. The two discuss how clearer communication and segmentation reduce backlash when raising prices. 28:48 – Understand Your Customer. Etinosa's closing advice: real pricing power comes from customer conversations—not spreadsheets. Behavioral economics begins with understanding actual human behavior. Key Takeaways: "Value is all about perception. Once you step into perception, you're in behavioral economics." — Etinosa Agbonlahor "There is no such thing as a neutral choice. Every pricing page is designed—intentionally or unintentionally." — Etinosa Agbonlahor "People are not rational. Once you accept that as fact, you can design pricing that fits how people actually behave." — Etinosa Agbonlahor "Business owners think customers remember prices more than they actually do." — Etinosa Agbonlahor People / Resources Mentioned: * Richard Thaler – Nobel laureate; originator of transaction utility and foundational behavioral economics concepts. * Dan Ariely – Author of Predictably Irrational, referenced in discussing irrational decision patterns. * Weber-Fechner Law – Psychological principle used to design perceptually smoother price increases. Connect with Etinosa Agbonlahor: * LinkedIn: https://www.linkedin.com/in/etinosasere [https://www.linkedin.com/in/etinosasere] * Email: etinosa@decision-alpha.com [etinosa@decision-alpha.com] Connect with Mark Stiving: * LinkedIn: https://www.linkedin.com/in/stiving/ [https://www.linkedin.com/in/stiving/] * Email: mark@impactpricing.com

Blogcast: Nobody Wants to Buy AI

This is an Impact Pricing Blog published on September 29, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/nobody-wants-to-buy-ai/ [https://impactpricing.com/blog/nobody-wants-to-buy-ai/] If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: * Email: mark@impactpricing.com [mark@impactpricing.com] * LinkedIn: https://www.linkedin.com/in/stiving/ [https://www.linkedin.com/in/stiving/]

Revenue Growth Management: Proven Pricing Tactics with Danilo Zatta

Danilo Zatta is the author of The Pricing Model Revolution, The 10 Rules of Highly Effective Pricing, and the new book Revenue Growth Management. He is recognized as one of LinkedIn's Top 5 Pricing Thought Leaders and brings decades of consulting experience from Accenture, Simon-Kucher, and BCG. His work is anchored in one simple insight: pricing is the "sunny side" of consulting. He shares real examples of companies that increased profit by cutting ineffective promotions and by detecting thousands of spare-part pricing outliers with AI. This episode explores pricing leadership, the CEO's role, the difference between pricing truth and framework preference, and why democratized pricing knowledge makes talent the true competitive advantage. Why You Have to Check Out This Episode: * Learn how AI spots hidden pricing outliers across hundreds of thousands of SKUs and turns them into instant profit. * Discover why FMCG companies burn cash on promotions and how smart RGM frameworks finally fix it. * Understand the real "truth" behind pricing frameworks and why people, not methodology, drive pricing success. "Start the AI pricing journey—not by boiling the ocean—but by finding a use case that works, proves value, and then expand it." – Danilo Zatta Topics Covered: 01:27 - How Dan Got Into Pricing. His shift from cost-cutting to pricing and why he calls it the "sunny side" of consulting. 06:57 - Freedom in Consulting Choices. Comparing Accenture, Simon-Kucher, and BCG—and why team chemistry matters most. 09:11 - Revenue Growth Management. How FMCG brands optimize trade terms, promos, and price architecture for profit. 11:55 - FMCG as B2B. Why FMCG selling to retailers is a pure B2B relationship with limited price control. 17:22 - Implicit Collusion in Airlines. How industries use public price signaling to influence competitor behavior. 19:13 - AI in Spare Parts Pricing. How AI identified major pricing outliers and delivered over €1M in quick wins. 24:42 - Why AI Beats Excel. AI's advantage in scale, complexity, and instant alerts across massive SKU sets. 27:15 - Starting Your AI Pricing Journey. Begin with one use case, prove it works, then expand—no perfect data needed. Key Takeaways: "Pricing used to be specialized knowledge. Today it's democratized—so what differentiates you is the team, not the tools." – Danilo Zatta "If you're the market leader, you must act first. Smaller players can't reduce promotions until you do." – Danilo Zatta "Pricing is never boring because every industry has its own logic, levers, and constraints." – Danilo Zatta Books by Danilo Zatta: * The Pricing Model Revolution: https://www.amazon.it/Pricing-revolution-pricing-cambier%C3%A0-comprare/dp/8836010547/ [https://www.amazon.it/Pricing-revolution-pricing-cambier%C3%A0-comprare/dp/8836010547/] * The 10 Rules of Highly Effective Pricing: https://www.amazon.com/Rules-Highly-Effective-Pricing-Management/dp/1394195761 [https://www.amazon.com/Rules-Highly-Effective-Pricing-Management/dp/1394195761] * Revenue Growth Management: https://www.amazon.it/Revenue-Management-Manufacturing-Application-Industry/dp/3319807595/ [https://www.amazon.it/Revenue-Management-Manufacturing-Application-Industry/dp/3319807595/] Connect with Danilo Zatta: * Website: https://www.danilozatta.com/ [https://www.danilozatta.com/] * LinkedIn: https://www.linkedin.com/in/danilo-zatta [https://www.linkedin.com/in/danilo-zatta] * Books: https://www.danilozatta.com/books/ [https://www.danilozatta.com/books/] Connect with Mark Stiving: * LinkedIn: https://www.linkedin.com/in/stiving [https://www.linkedin.com/in/stiving] * Email: mark@impactpricing.com

Blogcast: Pricing AI: Pricing Metrics

This is an Impact Pricing Blog published on September 22, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/pricing-ai-pricing-metrics/ [https://impactpricing.com/blog/pricing-ai-pricing-metrics/] If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com. Now, go make an impact. Connect with Mark Stiving: * Email: mark@impactpricing.com [mark@impactpricing.com] * LinkedIn: https://www.linkedin.com/in/stiving/ [https://www.linkedin.com/in/stiving/]