Mark Stiving is a globally respected pricing expert, author, and the founder of Impact Pricing. He’s helped countless companies move beyond spreadsheets to define and capture actual value. In this episode, our co-hosts Dr. Satyavati Kharde (Head of Product at Nobody Studios and Solopreneur Product & AI Consultant in the life sciences space) and Amit Godbole (Product leader and consultant) dig into the psychology of pricing, how to avoid common monetisation traps, and why most companies still don’t understand what their customers value. Together they discuss | The uncomfortable truths about pricing: Why most product managers still misunderstand value—and how this sabotages profits and innovation. | The power (and danger) of product packaging: How “good-better-best” and segmentation models can drive margins, or cripple growth if misused. | AI vs. Human Pricing: Will generative AI truly revolutionise value-based pricing, or automate mediocrity? | Overcoming the fear of raising prices: Mark’s strategic playbook for pricing with confidence- even in volatile markets. | Decoding real value: How to define, quantify, and communicate what matters to your customer (not your competitors). |Practical failures and case studies: From Silicon Valley to Main Street, stories of pricing gone right—and very wrong.
⏱ Timestamp
00:00 Introduction to Pricing Psychology
02:24 The Journey to Understanding Pricing
05:06 Value and Pricing Dynamics
07:16 B2B Pricing Challenges
09:26 Subscription Pricing Frameworks
12:06 Customer Loyalty and Pricing Strategies
14:17 Research Techniques in Pricing
19:07 Identifying Pricing Failures
19:59 Understanding Value in Pricing
25:58 The Challenge of Pricing AI Products
31:32 Future of Pricing in the AI Era

You can reachMark Stiving on
LinkedIn- https://www.linkedin.com/in/stiving/
Website- https://impactpricing.com/
Books by Mark Stiving
Instant Profits- https://www.amazon.in/Instant-Profits-Prices-Without-Customers-ebook/dp/B0DLB1B316/
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