If you agree to some of those statements, you will be surprised in this book:

• “Pricing strategy is the most critical task”
• “Customer wont tell you what they want to pay”
• “Use of Expert Judgement in pricing is mostly good enough.”
• “Proper price range can be found solely from empirical data or survey.”
  
  

There is a simple reason why pricing practices mostly do not meet expectations: The insights that inform them.