While appealing to emotions may seem intuitive within the B2C environment, there are often questions around whether emotional value creation really matters within the B2B environment. That is, is there room for emotions if it is “just business”?

Your customer touches you many times across the company journey. Are you creating value at each touch? Are you communicating your differentiated value? Pricing power comes from differentiated value, but this only matters if you communicate that value.

Willingness to pay (WTP) is one of the most abused terms in pricing work. Lazy consultants use it as a proxy for value. It is not. Market researchers think of it as something to be measured. Pricing strategists look for ways to shape WTP through marketing segmentation, value communication and a pricing model that connects price to value.

If you are in technology marketing, you are probably familiar with Geoffrey Moore’s Maturity Life Cycle. Moore looks at how a technology product’s market evolves over time. This post explores concepts on pricing across the product maturity curve

On Saturday, April 22, Ibbaka partner Steven Forth gave a talk at the New Ventures BC Startup Sprint. Some people are surprised to see pricing as a major theme at a start-up event.