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Prices and pricing are topics that business people seldom talk about with much enthusiasm, especially to their customers. But this is shortsighted, as in fact few decisions in a firm pack the same punch, now and in the longer term. It may not seem like it at first sight, but a price is far more than a quantity; it is also a means to select the customers that you truly want, prod them to act in ways that benefit the organization, advertise your differentiation and competitive edge, and stir lasting emotions. When all is said and done, this elephant is a powerful but often misused ally.