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32 episodes
Impact Pricing
by Mark Stiving, Ph.D. · English
The Impact Pricing Podcast will help you win more business at higher prices by teaching you about pricing and value. Once you understand how your buyers perceive the value of your product, you can build, market and sell products that win at higher prices. Pricing is really about creating, communicating and capturing value.
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Buyer Insight: The FTC Wants Disclosure. Sellers Should Want It Too.
The FTC’s proposed policy on “surveillance pricing” argues that using personal data to set individualized prices without telling consumers can be unfair or deceptive.
13 Nov 2026 · 10m · 6 chaptersWhy Pricing Professionals Should Stop Working Alone with Diana Coelho
Diana Coelho (EPP chair) discusses why pricing professionals shouldn’t work alone, emphasizing cross-functional collaboration and community learning.
9 Nov 2026 · 26m · 14 chaptersBuyer Insight: Credits Are a Confession
How pricing metrics communicate value, and why “credits” in AI products are a “confession” that companies haven’t nailed where value lives.
6 Nov 2026 · 5m · 3 chaptersStop Selling Hours. Start Selling Value with Florence Brunet
Stop selling hours and start selling value. Florence Brunet explains how Equans builds a value-based pricing approach (price transformation) across a decentralized, engineer-led organization, using…
2 Nov 2026 · 18m · 11 chapters
Buyer Insight: Wall Street Is Sending Software Companies a Message About AI Pricing
Wall Street’s sell-off in software stocks is interpreted as a warning about AI pricing—specifically the limits of per-seat and other product-based metrics when AI agents can do work that previously…
30 Oct 2026 · 5m · 3 chapters
When Free Beats Your Price, Learn From Ebay with Yvonne Pop
How eBay prices marketplace fees when “free” competitors undercut seller commissions, and how to balance pricing models with customer psychology.
26 Oct 2026 · 24m · 12 chapters
Buyer Insight: Buyer-First: The Antidote to Product Myopia
Buyer-first thinking as the antidote to product myopia—shifting from describing product features to framing value around how buyers see problems, desired results, and outcomes.
23 Oct 2026 · 5m · 4 chapters
Seats, Credits, or AI Agents? The New Rules of SaaS Pricing with Rob Litterst
How SaaS pricing is changing for AI—whether to price by seats, credits, or agent outcomes; why outcome-based pricing often fails; and how hybrid subscription + usage models work.
19 Oct 2026 · 32m · 11 chapters
Buyer Insight: How Big an AI Bite Are You Asking Buyers to Take?
Impact Pricing Buyer Insight on “how big an AI bite” buyers can take, arguing AI offerings should be positioned on a continuum from optimization AI (small, workflow-improving) to transformation AI…
16 Oct 2026 · 5m · 5 chapters
Why Pricing Transformation Fails Without Leadership with Anna Fastishevskaya
Pricing transformation and leadership—why it fails without executive-level ownership, transparent scenario planning, customer/stakeholder trust, and emotional/people-centered communication.
12 Oct 2026 · 24m · 13 chapters
Buyer Insight: Product Myopia: The Antidote
Product myopia “antidote” (shift from organizing around the product to organizing around the buyer’s future).
9 Oct 2026 · 8m · 5 chapters
Is Your Business Healthy? Your Pricing May Have the Answer with John Gilbo
Pricing as a “health check” to drive sustained value for retailers—improving margin/revenue through better processes, technology, and models (including AI), with practical focus on markdown…
5 Oct 2026 · 26m · 12 chapters
Buyer Insight: Product Myopia: The Symptoms You've Been Misdiagnosing
Product myopia—treating value as living in the product instead of the future it creates—causing six recurring “symptoms” that look separate but share one root cause.
2 Oct 2026 · 7m · 2 chapters
How to Raise Prices When Everything Is Getting More Expensive with Jacob Moller Korsgaard
How B2B companies should raise prices during inflation—moving from annual reviews to more frequent, efficiently executed price adjustments while maintaining contract compliance, market stability, and…
28 Sep 2026 · 23m · 10 chapters
Buyer Insight: Product Myopia: Where It Hides in Your Company
Product myopia—how the belief that value lives in the product (features/capabilities) rather than the future outcomes it creates causes misalignment across product, marketing, sales, pricing, and…
25 Sep 2026 · 9m · 6 chapters
Why AI Gets Pricing Wrong and How to Train It to Get Pricing Right with Roberto Rivera
How to use AI for B2B pricing without getting it wrong—by providing the right business context and teaching AI “pricing skills” (value-to-pocket operating system) so it can generate defensible price…
21 Sep 2026 · 31m · 13 chapters
Buyer Insight: Product Myopia: The Disease You Don't Know You Have
Product myopia—how companies mistakenly believe value lives in the product (features, capabilities, shipping) rather than in the buyer’s desired future/outcomes.
18 Sep 2026 · 5m · 3 chapters
Why Technically Correct Pricing Recommendation Can be Strategically Wrong with Sandeep Mathew
How “technically correct” pricing/RGM recommendations can be strategically wrong when they optimize short-term purchase outcomes but ignore long-term brand equity and channel/brand dynamics.
14 Sep 2026 · 21m · 11 chapters
Buyer Insight: The Value Was Always There
How “buyer disconnect” happens in sales conversations and how to close it by shifting from feature-based pitching to buyer-owned, justified value.
11 Sep 2026 · 14m · 7 chapters
The $80M Dealer Reveals the Pricing Tricks First-Time Car Buyers Miss with Dominic Genova
How car dealers use “small print” and deal components (trade-in, financing, down payment, monthly budget) to change the effective price after shoppers compare advertised numbers; includes examples…
7 Sep 2026 · 31m · 14 chapters
Buyer Insight: Hidden Problems, Hidden Value
Hidden Problems, Hidden Value—buyers can’t value a solution to a problem they don’t recognize; surfacing “hidden” problems increases willingness to pay.
4 Sep 2026 · 3m · 1 chapter
AI Pricing Has 4 Possible Futures, Which One Are You Building For with Steven Forth
Scenario planning for AI-era pricing, focusing on how AI changes buyer decision-making and how pricing may evolve via credits, value attribution, and outcome-based models.
31 Aug 2026 · 35m · 14 chaptersBuyer Insight: The Case for Token-Based Pricing
Token-based pricing for AI agents when costs and buyer value are uncertain, and how it differs from value-based pricing.
28 Aug 2026 · 4m · 3 chapters
What Are You Really Charging For? The Business Problem Behind AI Pricing with Manu Mehra
How AI pricing should be value- and outcome-based, why pricing can’t be an afterthought, how to define “outcome,” the attribution problem, platform vs solution pricing, and when/why AI vendors use…
24 Aug 2026 · 32m · 16 chaptersWe use cookies.They keep VO running smoothly and help us improve it. Privacy policy