Knowledge is Power!

When it comes to raising your prices or changing your pricing model, most people approach this task with a sense of foreboding. There seem to be so many risks involved that people often decide it’s not worth it. This is despite there being plenty of evidence that...

When it comes to pricing, most people believe that this involves a purely rational and logical approach to making decisions. Analysing costs & data, calculating margins, assessing competitor’s pricing, and so on. But the reality is that there are likely to be many...

Picture the scene. You have a team of people working on your new innovation: product owners, engineers, revenue leaders, designers and so on. They are all hard at work trying to define the optimum product solution and debating features, priorities and roadmaps. When...

Many businesses who have a more traditional pricing model are drawn to the idea of converting it to a subscription pricing model. Much like Homer Simpson and his donuts, the appeal of recurring revenue is something that is seen as greatly desirable. It offers a huge...

Here is a selection of 10 recent articles, posts, videos and podcasts that people seem to have found useful (judging by the levels of engagement). I hope find them helpful too. Articles: 1. Price is the ONLY cost-free lever you can pull to increase revenues AND...

Think about that for a moment: pricing is the only action you can take that boosts revenues and profits without costing you a penny. Every extra £1, $1, or €1 earned through price improvement drops directly to your bottom line. If that’s true, why do so many...

When it comes to evaluating your pricing, most people like to believe they think entirely rationally about it. But in reality, there are always 2 parts of your brain judging your pricing plan – your emotional brain and your rational brain. And even then, your rational...

I recently came across a post claiming that some salespeople use “value-based pricing” as a way to charge clients the highest possible price. Honestly? That entire post was misleading. There’s so much misunderstanding about what value-based pricing actually is that I...

As a guest lecturer at UCL School of Management in London, I teach an annual module on pricing strategy to students studying for an MSc Entrepreneurship (Tech). Its always a pleasure to share some ideas and inspiration on pricing for tomorrow's tech leaders. 🌏 Today,...

Applying a 𝗳𝗹𝗮𝘁, 𝗮𝗰𝗿𝗼𝘀𝘀-𝘁𝗵𝗲-𝗯𝗼𝗮𝗿𝗱 price increase to all your customers is like using a 𝘀𝗹𝗲𝗱𝗴𝗲𝗵𝗮𝗺𝗺𝗲𝗿 𝘁𝗼 𝗰𝗿𝗮𝗰𝗸 𝗮 𝗻𝘂𝘁 - except in this case, your customer is the nut, and your price hike is the sledgehammer. With UK inflation rising higher than expected (𝗻𝗼𝘄 𝗮𝘁 𝟯% 𝗮𝗻𝗱...

I was honoured to be selected as one of the Top 100 Global Pricing Leaders in 2025. Pricing has emerged as a cornerstone for business success, driving profitability, competitiveness and customer value. There are many people working to increase awareness of its vital...

Warren Buffett famously says that “pricing power” is the single most important factor he uses when evaluating a business for investment. Because businesses with strong pricing power also have great brands, innovative products and strong teams, so are more able to...

"Cutting prices or putting things on sale is not a sustainable business strategy. Equally you can't cut enough costs to save your way to prosperity." Howard Schultz, CEO of Starbucks. If you’re trying to grow your business at the moment, you’re probably facing many...

Here are two stats that might make you rethink your approach: 👉 85% 𝐨𝐟 𝐠𝐥𝐨𝐛𝐚𝐥 𝐂𝐄𝐎𝐬 𝐚𝐝𝐦𝐢𝐭 𝐭𝐡𝐞𝐢𝐫 𝐩𝐫𝐢𝐜𝐢𝐧𝐠 𝐦𝐨𝐝𝐞𝐥 𝐧𝐞𝐞𝐝𝐬 𝐬𝐢𝐠𝐧𝐢𝐟𝐢𝐜𝐚𝐧𝐭 𝐢𝐦𝐩𝐫𝐨𝐯𝐞𝐦𝐞𝐧𝐭 (Bain & Co). 👉 𝐀 1% 𝐩𝐫𝐢𝐜𝐞 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞 𝐜𝐚𝐧 𝐛𝐨𝐨𝐬𝐭 𝐩𝐫𝐨𝐟𝐢𝐭𝐬 𝐛𝐲 8-10% (McKinsey). Put those together, and you’ve got a massive,...

Here’s an excellent example of how to implement a migration of users from a Standard plan to a Premium / Ultimate plan at a much higher prices. Explain what’s happening Clear explanation that the subscription plans have changed, and that the current plan is...

Most discussions about the challenges for achieving scalable growth focus on big, complex issues like: Finding and retaining the right talent Accessing funding and maintaining steady cash flow Achieving product-market fit Acquiring and retaining customers Embracing...

A friend of mine recently received an email about a price increase for his CRM plan from Insightly. To say he was upset would be an understatement! There are a number of aspects of this price communication that are poor and could have been handled in a much better...

Developing a new product—or extending your existing range—can be exciting, but it’s easy to focus too much on the product itself and lose sight of what truly needs to be done to make it successful. By the end of this article, you’ll understand the common challenges of...

Do you know how much profit each of your clients is contributing to your bottom line? Many tech and service businesses lack a clear view of the profit margin each client generates. You might see revenue for each account, but without insight into the gross profit...

Many tech products cram as many features as possible into their pricing pages. They aim to show “value,” but as a result, this often leads to confusion. Long feature lists overwhelm potential customers and make comparing plans difficult. If you’ve created a product...

When launching a new product, determining the right price positioning is crucial. Should your product be priced higher, lower, or on par with your competitors? And how does this impact your overall business strategy? Here’s a simple framework to help guide your...

You've developed a groundbreaking tech product that you believe offers tremendous value to your market. After investing months or even years into its development, the initial feedback from potential clients is overwhelmingly positive—they see its potential to solve...

Picture the scene: you have a prospective new client interested in your services, so you roll out all the big guns in order to help win the sale: A beautifully designed pitch deck Testimonials and case studies Some fancy videos and “how to” guides Prepared your...

In his book Good Strategy / Bad Strategy (2011), Richard Rumelt states that a good strategy starts by honestly acknowledging the challenges you are facing. I’ve seen many examples of businesses that are struggling to grow revenues and profits, and haven’t realised...