Pricing Your Products For Maximum Return
summary
Pricing determines growth more than features or cost: successful product lines span 3:1–10:1 ranges while category spreads hit 10:1–101:1. Most firms never research prices—less than 7% conduct formal pricing research—yet testing pricing yearly, quarterly or monthly and using customer interviews (not surveys) to discover value metric vs pricing metric unlocks much higher returns. Examples show pricing-model innovation wins: Amazon Prime, Netflix and Slack grow usage and revenue by changing what and how customers pay.
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chapters (12)
- 0:00Introduction to pricing power
- 3:20Price range impact on market
- 7:37Avoiding commoditization spiral
- 10:09Pricing model as strategic tool
- 12:57Value-based pricing fundamentals
- 15:08Align organization on pricing goals
- 16:31Understanding customer value perception
- 17:14Value and pricing metrics explained
- 20:46Segmenting markets for pricing
- 21:48Putting pricing into practice
- 24:17Q&A on pricing models and contracts
- 28:53Measuring customer perceived value
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