“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, yet also deeply misunderstood. This session explains that managers mostly characterise pricing as a dry, tactical exercise in “running the numbers.” In fact, pricing decisions are as much about creativity and strategy as they are about dollars and cents. And prices shape a market as much as they mark the value of a sale. Ultimately, the problem in organisations is often one of scope: there are multiple challenges and perspectives that must be recognised and tackled in order to improve this basic business skill. Getting all of it right can reveal unexpected opportunities to capture, communicate and even grow value in the eyes of paying customers.