Impact Pricing

What if the biggest obstacle to pricing transformation isn't the pricing strategy itself, but getting people to change? Anna Fastishevskaya leads commercial finance and pricing for Eaton across EMEA, bringing experience in finance, commercial strategy, profitable growth, and pricing transformation. She also has an unexpected perspective on leadership: she's a theater actress who uses acting techniques to help people communicate, connect, and lead change. In this episode, Anna explains why pricing needs a seat at the leadership table, how companies can move beyond selling products to delivering customer value, and why trust, transparency, and stakeholder alignment are essential to successful pricing transformation. Why You Have to Check Out Today's Podcast: Discover why pricing should be positioned at a senior level and connected to the broader revenue generation strategy. Learn how pricing leaders can help teams embrace change, align stakeholders, and communicate customer value more effectively. See how theater techniques can help leaders tell better stories, connect with their audience, and lead transformation without losing authenticity. "Plan early for different types of scenarios and play transparently with the customers and the stakeholders so that the trust is really being built. The biggest thing that everybody hates is surprises." — Anna Fastishevskaya Topics Covered: 02:00 – From Commercial Finance to Pricing Leadership. How Anna's background in finance and profitable growth prepared her to lead pricing transformation. 03:30 – Why Customer Value Comes Before the Price. Why building long-term customer relationships and delivering value matter more than simply closing today's order. 05:00 – Who Should Own Pricing? Why Anna believes pricing should have a seat at the senior leadership table and be part of a broader revenue generation strategy. 09:00 – The Challenge of Selling Value Instead of Products. Why manufacturers need to identify monetizable customer value and bring customers along on the journey. 11:00 – Why Pricing Transformation Needs Leadership. How leaders can help teams adapt when expectations for results move faster than people's ability to change. 14:30 – What Theater Teaches Us About Leadership. How Anna uses acting and audience feedback to sharpen communication and make business stories clearer and more impactful. 19:00 – Why Pricing Teams Need Emotional Intelligence. How empathy, stakeholder alignment, and leadership engagement help pricing teams succeed across an organization. 20:30 – How to Tell a Story That Connects. Anna shares a practical coaching technique: develop a short personal story tailored to your audience to create a stronger connection. 23:30 – The Pricing Advice That Builds Trust. Anna's advice on planning for different scenarios and communicating transparently with customers and stakeholders. Key Takeaways: "We cannot succeed in isolation. This is the teamwork from the broadest perspective of organization." – Anna Fastishevskaya "Plan early for different types of scenarios and play transparently with the customers and the stakeholders so that the trust is really being built." – Anna Fastishevskaya Connect with Anna Fastishevskaya: LinkedIn: https://www.linkedin.com/in/anna-fastishevskaya/ Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]

This is an Impact Pricing Blog published on July 27, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-antidote/ If you have any feedback, definitely send it. You can reach us at [email protected]. Now, go make an impact. Connect with Mark Stiving: Email: [email protected] LinkedIn: https://www.linkedin.com/in/stiving/

What if your pricing has been quietly leaking margin—and you simply haven't looked closely enough to find it? John Gilbo is Sales Director for North America, Australia, and New Zealand at QuickLizard, with pricing leadership experience at Kirkland's, Academy Sports + Outdoors, and Safeway. He has spent years working across pricing technology, retail pricing, markdowns, promotions, elasticity, and margin optimization. In this episode, John explains why pricing deserves a regular health check and how retailers can uncover hidden value by improving processes, reacting faster, and using smarter pricing models. Why You Have to Check Out Today's Podcast: Discover the pricing blind spots that can quietly drain margin, from outdated processes to slow reactions. Learn how smarter pricing can turn markdowns, tariffs, competition, and elasticity into opportunities instead of margin problems. See how AI and pricing models can help retailers react faster without losing sight of the strategy behind the numbers. "Pricing is a great thing to look at the health of what you're doing." — John Gilbo Topics Covered: 03:30 – Pricing as a Strategic Weapon. How better pricing can drive margin, revenue, and sustained value by reacting faster to costs, competition, tariffs, and elasticity. 05:00 – Understanding the Retailer's Pricing Reality. John breaks down how pricing changes depending on promotions, seasonality, markdowns, and go-to-market strategy. 06:30 – Stop Selling Pricing. Start Solving Problems. Why John starts by understanding a retailer's problems instead of immediately pitching a pricing solution. 08:30 – How to Make the ROI of Pricing Believable. John explains how using ROI ranges and break-even numbers can create a more credible pricing conversation. 11:30 – Why 25X ROI Is Possible in Retail Pricing. How small improvements in retail margins can create significant financial impact. 13:30 – The Secret to Sustained Pricing Value. Why pricing improvement isn't a one-time project and how retailers can keep finding the next opportunity. 15:30 – How to Protect Margin When Tariffs Hit. John explains why retailers shouldn't automatically pass the same cost increase across every product or customer. 18:30 – Where AI Actually Fits in Pricing. How elasticity, seasonality, inventory, competitive data, and AI models can help trigger smarter pricing decisions. 21:00 – Why Customer Segmentation Changes Pricing. How retailers can use customer behavior and loyalty data to make better pricing and merchandising decisions. 23:30 – The Pricing Health Check Every Company Needs. John's final advice: look at pricing with fresh eyes, uncover process gaps, and regularly review where pricing can create more value. Key Takeaways: "Sustained pricing value comes from continuously asking, "What should we solve next?" – John Gilbo "Don't automatically pass the same cost increase across every product." – John Gilbo Connect with John Gilbo: LinkedIn: https://www.linkedin.com/in/john-e-f-gilbo/ Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]

This is an Impact Pricing Blog published on July 20, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/product-myopia-the-symptoms-youve-been-misdiagnosing/ If you have any feedback, definitely send it. You can reach us at [email protected]. Now, go make an impact. Connect with Mark Stiving: Email: [email protected] LinkedIn: https://www.linkedin.com/in/stiving/

What happens when your costs keep rising, your contracts lock you in, and your customers still expect stability? Jacob Moller Korsgaard, Director of Pricing at Danfoss, has spent 15+ years in B2B pricing and leads global pricing for Danfoss Climate Solutions. In this episode, he explains why raising prices during inflation is about much more than adding a percentage to your price list. Jacob breaks down the commercial judgment, timing, contracts, communication, and execution required to raise prices without creating unnecessary disruption in the market. **The next opportunity to meet Jacob Moller Korsgaard in person will be at EPP 20 Years Global in Amsterdam on 17–18 November. Register here to secure your ticket. Why You Have to Check Out Today's Podcast: Learn why annual price reviews are no longer enough when costs can change dramatically in weeks. Discover how timing, contracts, and distribution channels can make or break a price increase. See why successful price increases require more than cost recovery. They require commercial judgment and disciplined execution. "We need to be prepared for doing more often price adjustment and we need to focus on the execution part so we implement it efficiently and get our margins secured." – Jacob Moller Korsgaard Topics Covered 02:45– The Commercial Judgment Pricing Teams Need. Why pricing teams need to understand customers, channels, segmentation, product management, finance, and IT to make better decisions. 05:00 – Why Annual Price Reviews Are Gone. Jacob explains why B2B companies need to react faster to cost changes while avoiding market disruption. 07:00 – How Often Should You Raise Prices?The case for an agreed pricing calendar instead of constantly recalculating prices every time costs move. 09:00 – The Contract Problem Nobody Can Ignore. Why price increases fail when contracts lock in pricing for months or years, and why improving contract flexibility matters. 11:00 – Is Inflation Just an Excuse for Cost-Plus Pricing?Jacob explains how rising costs can eventually affect customer value perception and why cost changes still need to connect to value-based pricing. 13:30 – Should You Lead the Price Increase? Why competitive dynamics can create an opportunity to move first, especially when the entire market is facing similar cost pressures. 15:30 – How to Communicate a Price Increase. Jacob shares why Danfoss aims for direct, honest, and consistent communication, while allowing local markets to adapt the message. 19:00 – What AI Can and Can't Do for Pricing. Jacob explains how Danfoss is using AI, analytics, and pricing software while emphasizing the importance of commercial judgment and good data. 21:00 – The Pricing Advice Jacob Wants You to Act On. Prepare for more frequent price adjustments, strengthen execution, secure your margins, and build the processes and tools needed to implement increases efficiently. Key Takeaways: "We need to be prepared for doing more often price adjustment and we need to focus on the execution part." – Jacob Moller Korsgaard "If we know that 50% of our revenue is bound in contracts, we cannot change them." – Jacob Moller Korsgaard Connect with Jacob Moller Korsgaard: LinkedIn: https://www.linkedin.com/in/jacobmollerkorsgaard/ Connect with Mark Stiving: LinkedIn: https://www.linkedin.com/in/stiving/ Email: [email protected]