Episode Details

Many pricing books are heavy in ideas, abstractions, and behavioral science mind-shifting. Others are focused merely on simple tactics.

Jean-Manual Izaret's (JMI) book, Game Changer, fills a void by showing readers and pricing practitioners how to approach pricing strategically through cleverly designed frameworks and thought-provoking questions.

This conversation starts with who should read this book and why a cover-to-cover reading is unnecessary. Other topics include:

• Ford's greatest insight
• The cupcake pricing dilemma
• The three pricing tools: elasticity, differentiation, game theory
• The reason why pricing methods and pricing strategy are not the same thing
• JMI's framework grid
• JMI's seven games
• Buyers, sellers, and offers
• A definition of pricing governance
• A deeper dive into the uniform game
• Microsoft vs. Intuit
• Next steps for owners and pricing teams
• JMI's favorite books

Important Links

• JMI's bio page at The Boston Consulting Group
• TED Talk - A New Netflix-style Pricing Model

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