Ibbaka spoke with pricing expert Mark Stiving about how he developed his expertise in pricing, what could be done to improve pricing education at business schools and the value capture gap. In Mark’s experience, the value capture gap is one of the most effective frames for engaging company leaders in a conversation on pricing.

Understanding your customers is critical for value-based pricing. Adam Lorant and Doug Lyons have a long and hugely successful track record in starting and coaching high growth companies. They are now taking those insights and putting them into the customer canvas. In this interview we learn about the customer canvas and explore its connections to pricing.

Primary research for B2B pricing requires a focus on how the offer creates value for different types of prospective customer and how the customers buy. It is important to combine surveys with interviews and to avoid confirmation bias. Direct questions about willingness to pay (WTP) give misleading results.