This book excerpt focuses on the importance of pricing for business growth. It argues that under-pricing is a common mistake, and that pricing experiments, even without significant changes to products, can lead to higher profitability and greater reinvestment. The author outlines strategies for pricing, including market testing, creating parallel products, and understanding customer decision-making landscapes. He suggests that customer value, rather than simply 'value for money,' should be the central focus when pricing.

Double Your Price: The Strategy and Tactics of Smart Pricing - Winner of The Sales & Marketing Book 2024, Business Book Awards.

https://www.amazon.com/Double-Your-Price-Strategy-Tactics/dp/1292426349/

https://www.amazon.co.uk/Double-Your-Price-Strategy-Tactics/dp/1292426349/

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