"You're Wrong" — A Friendly Pricing Debate on Buyer Context with Steven Forth and Mark Stiving (opens in new tab)

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 St...