Mark Stiving

Mark Stiving doesn't just teach pricing; he transforms how companies capture their true worth. With his Ph.D. in Pricing from UC Berkeley and 25+ years helping hundreds of companies from Cisco to CrowdStrike, Mark brings the calm confidence of someone who's seen every pricing challenge and knows exactly how to solve it. His obsession with pricing started early. As a kid grocery shopping, he noticed every cereal box ended in .99 and wondered why. That curiosity never left him. But the real breakthrough came from a painful personal experience that taught him you can't solve problems until you truly understand how others think and make decisions. That insight became the foundation of his approach to understanding buyers. Mark draws audiences in with stories and insights delivered with the quiet authority of someone who's built and sold businesses, authored four books including Selling Value and Instant Profits, and hosts the popular Impact Pricing podcast. He doesn't motivate with rah-rah speeches, he transforms thinking with proven frameworks you can implement immediately. When he's not helping companies capture their worth, you'll find Mark flying his own plane around the Reno skies, where he lives with his wife, Carol. A former mountain biker, paraglider, scuba instructor, and white-water kayaker, he has always been drawn to activities that require both calculated risk and complete focus, much like the pricing strategies he teaches.