Love Your Customers. Talk To Them.

What is pricing? It’s a question we often ask when we are invited to speak or host a workshop. It’s not a trick question. And contrary to the responses we get, it’s not that complicated.  Pricing is the pursuit of […]

A Easy Guide To Designing Customer Research

Whether or not the customer is always right, the customer is always the one who makes the purchase decision in the end. Over the past few years, more and more companies have shifted to a customer-oriented business strategy as the […]

The Core Principle Good Companies Miss In Their Pricing Strategy

The most successful pricing strategies are rooted in the pursuit of understanding people. This is the starting principle I always emphasize to companies, founders, and executives. If you treat pricing like a discovery process of people, not only will it […]

Man with binoculars

Do Competitors Know More About Your Customers than You?

When I meet with a new company, I start by asking the same two questions: What does your company make? What makes it different? It takes a nano-second for the eyes of the entrepreneur or executive to light up in […]