Impact Pricing

This is an Impact Pricing Blog published on April 14, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/willingness-to-pay-is-not-rational/ [https://impactpricing.com/blog/willingness-to-pay-is-not-rational/] 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/]

Mark Stiving is a pricing expert and the host of the Impact Pricing podcast, where he explores the intricate relationship between pricing, value, and context. With a wealth of experience in pricing strategies, Mark is passionate about helping companies maximize their revenue through effective pricing techniques. Steven Forth is the co-founder and Managing Partner at Ibbaka, a leading pricing strategy consultancy. With deep expertise in B2B SaaS pricing and value-based pricing models, Steven has been at the forefront of pricing innovation for over two decades. He's passionate about the intersection of pricing strategy, customer value, and emerging technologies like AI agents. In this episode, Steven turns the tables on Mark to explore context-driven pricing – Mark's revolutionary framework that's changing how pricing professionals think about willingness to pay. Together, they dive deep into the four contexts that drive every pricing decision, the three-layer business framework that organizes pricing strategy, and why perfection is the enemy of progress in pricing.   Why you have to check out today’s podcast: * Discover the concept of context-driven pricing and its significance in today's market. * Learn how different contexts, such as environmental and customer factors, influence pricing decisions. * Understand the importance of defining the problem to effectively implement pricing strategies.   “Willingness to pay is contextual.” – Mark Stiving   Topics Covered: 01:37 – What motivated Mark to think about Context-driven Pricing? 03:15 – The four categories of context: problem, customer, behavioral, and environmental. 04:52 – How environmental factors influence willingness to pay? 06:01 – The role of competitors in shaping pricing strategies. 08:13 – Understanding the foundational problem and its impact on pricing decisions. 14:01 – The intersection of context-driven pricing and AI. 24:58 – Key takeaways on implementing context-driven pricing effectively.   Key Takeaways: “Pricing is about understanding the context in which a buyer operates.” – Mark Stiving “Defining the problem is crucial to determining willingness to pay.” – Mark Stiving “Perfection is impossible; focus on being better every day.” – Mark Stiving   Resources and People Mentioned: * Steven Forth: https://www.linkedin.com/in/stevenforth/ [https://www.linkedin.com/in/stevenforth/] * Ibbaka: https://www.ibbaka.com/ [https://www.ibbaka.com/] * Craig Zawada: https://www.linkedin.com/in/craig-zawada-a0a39029/ [https://www.linkedin.com/in/craig-zawada-a0a39029/] * Pros: https://pros.com/ [https://pros.com/] * Stephan Liozu: https://www.linkedin.com/in/stephanliozu/ [https://www.linkedin.com/in/stephanliozu/] * Zilliant: https://zilliant.com/ [https://zilliant.com/] * Gabe Smith: https://www.linkedin.com/in/gabesmith/ [https://www.linkedin.com/in/gabesmith/] * PriceFX: https://www.pricefx.com/ [https://www.pricefx.com/]   Connect with Mark Stiving: * LinkedIn: https://www.linkedin.com/in/stiving/ [https://www.linkedin.com/in/stiving/]  * Email: mark@impactpricing.com

This is an Impact Pricing Blog published on April 7, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/tariffs-are-a-second-chance/ [https://impactpricing.com/blog/tariffs-are-a-second-chance/] 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/]

Alastair Dryburgh is the Chief Pricing Architect at Intelligent Pricing Architecture and the author of the book “Pricing Genius.” With a background in commercial direction for a marketing consultancy in the pharmaceutical industry, Alastair has spent years honing his expertise in pricing strategies, particularly for creative agencies and consultancies. He believes in the power of value capture and the importance of differentiation in a competitive market. In this episode, Alastair shares his insights on the significance of value over pricing, the necessity of focusing on unique offerings, and how consultants can effectively communicate their value to clients. Together, they discuss the challenges of pricing in a crowded marketplace and the impact of AI on consulting practices.   Why you have to check out today’s podcast: * Discover how to capture value effectively in your pricing strategies. * Learn the importance of differentiation in a competitive consulting market. * Explore the relationship between pricing, value, and client outcomes.   “Consider seriously the possibility that you are ten times as good as your competitors in at least part of what you do, and you should not rest until you have found a way of getting paid in accordance with that.” – Alastair Dryburgh   Topics Covered: 01:16 – Meet Alastair Dryburgh, a pricing expert with a unique background in the pharmaceutical industry. 01:55 – Discover the pivotal moment in the pharmaceutical sector that reshaped Alastair's career. 05:22 – Learn why successful pricing hinges on value capture rather than value creation. 05:52 – Understand the oxygen vs. coffee analogy that clarifies the pricing dilemma. 07:37 – Explore the consultant's dilemma of "Will I" vs. "Which one" decisions. 09:33 – Find out why many consultants appear the same and how to differentiate yourself. 11:04 – Uncover the proprietary process strategy inspired by McKinsey that can set you apart. 13:45 – Understand why specialization simplifies your business and enhances your appeal. 16:43 – Learn how to position yourself as the only choice for potential clients. 24:17 – Examine the impact of the AI revolution on consulting pricing models. 28:18 – Get final advice on recognizing and leveraging your 10x advantage in the market.   Key Takeaways: "It's about value capture, not value creation - you may be creating vast amounts of value but capturing only a tiny fraction of it." – Alastair Dryburgh "Every time I got more specialist, things got easier - your marketing becomes clearer and clients know immediately if they're your target." – Alastair Dryburgh "If you're using AI to reduce costs with a cost-plus pricing model, it will kill you - you're just saving your way out of business." – Alastair Dryburgh   Resources and People Mentioned: * Intelligent Pricing Architecture: https://www.linkedin.com/company/intelligent-pricing-architecture/ [https://www.linkedin.com/company/intelligent-pricing-architecture/]  * Pricing Genius (book): https://www.amazon.com/Pricing-Genius-Getting-Properly-Advice/dp/1908770783 [https://www.amazon.com/Pricing-Genius-Getting-Properly-Advice/dp/1908770783] * McKinsey & Co.: https://www.mckinsey.com/ [https://www.mckinsey.com/]    Connect with Alastair Dryburgh: * LinkedIn: https://www.linkedin.com/in/alastairdryburgh/ [https://www.linkedin.com/in/alastairdryburgh/]  * Free resource: http://alastairdryburgh.com/guide/ [http://alastairdryburgh.com/guide/]   Connect with Mark Stiving: * LinkedIn: https://www.linkedin.com/in/stiving/ [https://www.linkedin.com/in/stiving/] * Email: mark@impactpricing.com

This is an Impact Pricing Blog published on March 31, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/price-segmentation-at-national-parks/ [https://impactpricing.com/blog/price-segmentation-at-national-parks/] 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/]