Have you ever wondered why soda at a movie theatre is $6 for a small and $7 for a large. Both are insane prices to pay for a coke, but marketers use the comparison to make us feel that $7 is a good deal. Tiny tricks like this are all around us and explored in Monetizing Innovation by Madhavan Ramanujam & Georg Tacke. This book looks at the tips and tricks of how we can innovate simply by changing the way we present features in our products and adjusting pricing to match a customers willingness to pay. It's a fascinating world and an eye opening read. Joining us this episode is guest co-host Jim Flannery and Director of Pricing and Packaging at Citrix, Brett Waldman.