Oct 9, 2026 · 8 min · 7 segments
**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…
Mark StivingHost
A product team facing the buyer's future asks a different question before anything gets built: which problem is worth solving, and for whom? That question changes two decisions.
A feature connected to a specific problem in a specific segment earns its place.
A feature added because a competitor shipped it or because someone internally thought it seemed important or cool gets a much harder look.
Packaging built around the scope of a problem helps buyers recognize their own situation in the offer.
A buyer with a specific problem sees a package designed around that problem and thinks, "Ooh, this is for me." A buyer looking at a long feature list thinks, "Huh, I wonder if any of this applies to me." Those are very different buying experiences, and only one of them closes the gap.
A product team facing the buyer's future asks a different question before anything gets built: which problem is worth solving, and for whom? That question changes two decisions.
A feature connected to a specific problem in a specific segment earns its place.
A feature added because a competitor shipped it or because someone internally thought it seemed important or cool gets a much harder look.
Packaging built around the scope of a problem helps buyers recognize their own situation in the offer.
A buyer with a specific problem sees a package designed around that problem and thinks, "Ooh, this is for me." A buyer looking at a long feature list thinks, "Huh, I wonder if any of this applies to me." Those are very different buying experiences, and only one of them closes the gap.
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