Pricing Power.. 12 steps to unleash pricing power

"A great step-by-step guide to aligning price with customer behavior." - _Rory Sutherland, Vice Chairman, Ogilvy Group._ Have you ever felt like your company is wasting huge profits? Do you discount under pressure, hesitate to raise prices, or struggle to articulate the value of your products or services? If so, you're not alone. Jenny Millar and Anne Baddeley have witnessed companies lose millions of dollars. Not because its product is wrong or its costs are prohibitive, but because it misjudged something more complex: what people value. In 12 practical steps, The Pricing Race transforms the pricing process from “guesswork” and a “black box” to an inspiring, collaborative dialogue about value and growth. It fuels a repeatable, evidence-based process for designing, testing and improving pricing. Through a range of practical tools and case studies, you'll discover a new approach to pricing that's grounded as much in understanding human behavior as it is in business. And the result? Pricing strategies that are customer focused, market aligned, designed for growth, and have a dedicated team ready to implement them. This is not just a book about pricing, it is a comprehensive guide to building a sustainable business strategy that aligns with your values, fosters customer loyalty, and delivers exceptional business results.