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Pricing is the highest‑leverage decision in business, yet most teams rely on guesswork, competitor benchmarks, or outdated cost‑plus formulas. The Pricing playbook gives you a behavioural‑science‑powered system for setting prices that customers accept, value, and pay for. It cuts through the noise by showing you how people actually perceive price, how they judge fairness, and how subtle framing shifts can unlock major revenue gains. This is not a theoretical textbook—it’s a premium, practical guide for leaders who want to price with confidence, defend margins, and escape the discount trap.
Inside, you’ll learn how to:
Use behavioural pricing principles to increase willingness to pay
Frame prices to feel fair, intuitive, and premium
Design product tiers and bundles that maximize revenue
Avoid the psychological triggers that make prices feel “too high”
Build pricing strategies that support brand positioning
Communicate price changes without backlash
If you want pricing power—not just pricing tactics—this playbook gives you the behavioural foundation to achieve it.
Pricing is the highest‑leverage decision in business, yet most teams rely on guesswork, competitor benchmarks, or outdated cost‑plus formulas. The Pricing playbook gives you a behavioural‑science‑powered system for setting prices that customers accept, value, and pay for. It cuts through the noise by showing you how people actually perceive price, how they judge fairness, and how subtle framing shifts can unlock major revenue gains. This is not a theoretical textbook—it’s a premium, practical guide for leaders who want to price with confidence, defend margins, and escape the discount trap.
Inside, you’ll learn how to:
Use behavioural pricing principles to increase willingness to pay
Frame prices to feel fair, intuitive, and premium
Design product tiers and bundles that maximize revenue
Avoid the psychological triggers that make prices feel “too high”
Build pricing strategies that support brand positioning
Communicate price changes without backlash
If you want pricing power—not just pricing tactics—this playbook gives you the behavioural foundation to achieve it.