Impact Pricing: “How Would You Like to Pay?” Rethinking Pricing Strategy with Mark Walker (opens in new tab)

Mark Walker, CEO at Nue.io, helps companies design pricing models that align with how customers actually experience value—across usage, subscriptions, and hybrid approaches. In this episode, he joins Mark Stiving to unpack a growing tension: companies are pushing more flexible pricing models—but customers don’t always want them. At the center is a simple question that changes everything: “How would you like to buy?” They explore why pricing isn’t about finding one perfect model, but about giv...