In Topics

Prices and pricing are something that executives seldom talk about with enthusiasm, especially to their customers. But this is shortsighted, as in fact few levers in business pack the same strategic punch. It may not seem like it at first, but a price is far more than a number; it is also a means to sort the good customers from the bad, nudge customers into doing the “right” thing, advertise your competitive advantage, and stir lasting emotions. When all is said and done, the elephant in the room is a powerful but misunderstood ally.