Impact Pricing

Jim Kalbach is the Chief Evangelist at Mural, where he helps teams uncover what customers actually need—not just what they say they want. Known for his work in Jobs to Be Done, experience mapping, and innovation, Jim has spent years helping organizations see beyond their products and into how buyers really think, decide, and act. In this episode, we unpack a simple but often overlooked truth: buyers don't start with problems—they start with solutions. Jim walks us through what's really happening beneath the surface—from how buyers recognize (or miss) their own problems, to how they search, evaluate, and eventually decide when to stop looking. Along the way, you'll learn how identifying unmet needs doesn't just improve your product—it sharpens your messaging, builds trust faster, and gives you a clearer path to pricing around real value.   Why you have to check out today's podcast: Understand why buyers struggle to explain their own problems and how removing the solution from the conversation reveals what the