Impact Pricing

David Falzani is a CEO at Polaris Associates and a Professor at Nottingham University. In this episode, David discusses the strategy for driving higher pricing by understanding the value delivered to customers. He also dispels the myths surrounding the notion that high pricing lowers sales, sharing the results of experiments conducted with various companies that prove otherwise.   What you will learn from this episode: Learn how to achieve profitability without constantly chasing pricing Find out the underlying reasons for underpricing and dispel common misconceptions about the negative impact of higher prices on sales Discover experiments where doubling your price yields significantly higher profitability compared to low pricing strategies   "Think dynamically about price and do it often." - David Falzani   Topics Covered: 01:42 - Expounding on 'sustainable wealth creation' 02:54 - What caught his interest in pricing 04:36 - Three reasons why underpricing exist 06:48 - Emotional baggage and fear that comes