Stop Pricing Like Everyone Else: How to Become 10X More Expensive Than Your Competitors with Alastair Dryburgh

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Jun 2, 2025

Alastair Dryburgh, Chief Pricing Architect at Intelligent Pricing Architecture and author of "Pricing Genius," dives into innovative pricing strategies tailored for creative agencies. He emphasizes the importance of capturing value rather than merely setting prices. Alastair discusses how differentiation can elevate fees and highlights the challenges posed by AI in the consulting sector. He urges professionals to recognize their unique value and effectively communicate it, flipping the traditional billing model on its head. Get ready to rethink your approach to pricing!

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ANECDOTE

Pharma Marketing Pricing Revelation

Alastair Dryburgh discovered the immense value of marketing consultancies advising pharmaceutical launches early in his career.
He realized they were creating billions in value but not capturing it financially, inspiring his pricing focus.

INSIGHT

Value Capture vs Creation

Pricing revolves around value capture, not just value creation.
People pay more for coffee than oxygen because oxygen is free, highlighting the importance of capturing value through pricing.

INSIGHT

Will I vs Which One Decision

Consumers face "Will I" and "Which one" decisions when purchasing services.
Consultants can explain why to buy but must also show why clients should choose them over competitors.

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Alastair Dryburgh is the Chief Pricing Architect at Intelligent Pricing Architecture and the author of the book “Pricing Genius.” With a background in commercial direction for a marketing consultancy in the pharmaceutical industry, Alastair has spent years honing his expertise in pricing strategies, particularly for creative agencies and consultancies. He believes in the power of value capture and the importance of differentiation in a competitive market.

In this episode, Alastair shares his insights on the significance of value over pricing, the necessity of focusing on unique offerings, and how consultants can effectively communicate their value to clients. Together, they discuss the challenges of pricing in a crowded marketplace and the impact of AI on consulting practices.

Why you have to check out today’s podcast:

Discover how to capture value effectively in your pricing strategies.
Learn the importance of differentiation in a competitive consulting market.
Explore the relationship between pricing, value, and client outcomes.

“Consider seriously the possibility that you are ten times as good as your competitors in at least part of what you do, and you should not rest until you have found a way of getting paid in accordance with that.”

– Alastair Dryburgh

Topics Covered:

01:16 – Meet Alastair Dryburgh, a pricing expert with a unique background in the pharmaceutical industry.

01:55 – Discover the pivotal moment in the pharmaceutical sector that reshaped Alastair's career.

05:22 – Learn why successful pricing hinges on value capture rather than value creation.

05:52 – Understand the oxygen vs. coffee analogy that clarifies the pricing dilemma.

07:37 – Explore the consultant's dilemma of "Will I" vs. "Which one" decisions.

09:33 – Find out why many consultants appear the same and how to differentiate yourself.

11:04 – Uncover the proprietary process strategy inspired by McKinsey that can set you apart.

13:45 – Understand why specialization simplifies your business and enhances your appeal.

16:43 – Learn how to position yourself as the only choice for potential clients.

24:17 – Examine the impact of the AI revolution on consulting pricing models.

28:18 – Get final advice on recognizing and leveraging your 10x advantage in the market.

Key Takeaways:

"It's about value capture, not value creation - you may be creating vast amounts of value but capturing only a tiny fraction of it." – Alastair Dryburgh

"Every time I got more specialist, things got easier - your marketing becomes clearer and clients know immediately if they're your target." – Alastair Dryburgh

"If you're using AI to reduce costs with a cost-plus pricing model, it will kill you - you're just saving your way out of business." – Alastair Dryburgh

Resources and People Mentioned:

Intelligent Pricing Architecture: https://www.linkedin.com/company/intelligent-pricing-architecture/
Pricing Genius (book): https://www.amazon.com/Pricing-Genius-Getting-Properly-Advice/dp/1908770783
McKinsey & Co.: https://www.mckinsey.com/

Connect with Alastair Dryburgh:

LinkedIn: https://www.linkedin.com/in/alastairdryburgh/
Free resource: http://alastairdryburgh.com/guide/

Connect with Mark Stiving:

LinkedIn: https://www.linkedin.com/in/stiving/
Email: mark@impactpricing.com