“Take what you want, God said to man, and pay for it.” (Spanish proverb)
Every business has to price what it sells. It is inescapable and indispensable, yet also deeply misunderstood. This session explains that most professionals characterise pricing simply as an exercise in running the numbers—a tactical, mechanical problem where creativity is superfluous. In fact, prices educate and stimulate customers as much as they mark value. And pricing questions are as much about strategy (How should we earn a profit from the value that we provide? What arguments convince customers and keep competitors at bay? Can we tailor prices without eroding goodwill?) as they are about dollars and cents. This opening session talks broadly about the “missions” of pricing and the steps that organisations must take to improve this basic business skill. Getting it right unlocks unexpected opportunities to capture, communicate and even grow value.