Pricing: An Eternity of Frustration?

The issue of pricing sometimes feels like a Sisyphean task. It’s hard work to push price up a hill. Before you can reach your goal, the rock tends to fall back down. The potential value erodes, often cannibalized by excessive discounts, generous payment conditions or free-of-charge services. For all the work of setting a high price, companies rarely achieve that price. There is a better way.

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