Mark Boundy, pricing strategist and author of Radical Value, joins us to break down why perceived customer value, not features or functions, should drive every pricing and product decision.
Key Takeaways:
- Value Is in the Eye of the Customer– Real value is defined by the outcomes your customer believes they’ll achieve. If you haven’t quantified those, you haven’t priced effectively.
- Your Org May Be Misaligned– If 20 executives define “value” 20 different ways, how can you build for the right outcomes? Alignment starts with a single, shared definition.
- Start with the Outcome– 95% of B2B marketing still leads with “what we do” instead of “what you get.” It’s time to flip that script.
- Quantification Helps Profit– Helping customers calculate the results of your product (time saved, costs avoided, revenue gained) wins deals and justifies premium pricing.
- Buy-Own-Buy Loop– The customer journey doesn’t end at purchase. Long-term value realization and renewals happen during “ownership,” and PMs must plan for it.
Guest Bio:
Mark Boundy is the founder of Boundy Consulting and author of Radical Value. With decades of experience in sales and product leadership, Mark helps organizations move beyond internal narratives and focus on delivering, quantifying, and communicating real customer value.
ABOUT PRAGMATIC INSTITUTE:
Since 1993, Pragmatic Institute has provided training and professional development for product, design, and data professionals. Our comprehensive methods and Pragmatic Framework equip professionals with the skills to accelerate innovation, increase customer satisfaction, and bolster revenue. We offer online, in-person, and on-demand courses taught by industry experts with decades of experience.
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