Discover the transformative potential of strategic pricing with Ibbaka. Our insights on dissecting Roger Martin’s Strategic Choice Cascade, crafting winning aspirations, targeting high-value market segments, and executing tactical decisions to connect value metrics with pricing strategies.

Coming back from maternity leave during a pandemic has reframed my understanding of the importance of emotional and community value drivers. At Ibbaka we have always included emotional value drivers in our analysis. Recently we have added community value drivers. We have recently been focussing on trust. As a mother with a child in daycare I have a real appreciation of the value of trust and its implications for pricing.

Value-based pricing is widely recognized as the most effective way to price a differentiated offer and is currently the reigning champion for B2B pricing. Why do so many companies struggle to implement value-based pricing/ There are many reasons, ranging from a lack of understanding of the basic concept to a struggle to communicate their value differentiation. But one of the underlying causes, one that we seldom talk about, is a lack of trust. Trust is the foundation of value-based pricing.