Impact Pricing

This episode takes a slightly different approach than the usual Impact Pricing conversation. Instead of teaching a finished framework, Mark brings an early draft of his upcoming book to the table and asks Steven to react to it as a thoughtful pricing peer.  Steven Forth, co-creator of ValueIQ, largely agrees with the direction of the book, but pauses on a key point: how buyer context is defined, and whether the argument separates value and willingness to pay too cleanly. Mark jokingly tells Steven he's "wrong," setting the tone for what follows: a calm, constructive discussion that explores where the ideas hold up and where they still need work. What unfolds is a straightforward, unscripted book review in progress. The ideas are tested against real examples, refined through debate, and shaped in real time.  For listeners who care about pricing theory and how it actually gets formed, this episode offers a transparent look at how those ideas evolve before they're finalized and published.   Why you have to check