Pricing is sometimes seen as a dry technical discipline, focussed on data and the optimization of price levels, discipline around discounting and tweaking of package design. This is too limited a view. We can learn about pricing processes and how to develop them by thinking about pricing as a design problem and leveraging the past three decades of work on design.

Pricing negotiations are among the most difficult in business. If not framed in terms of value and differentiation they quickly become zero-sum games, in which what one side wins the other side loses. Poorly handled, they can even become negative-sum games, where both sides lose. How can you make sure your pricing negotiations are win-win negotiations?

Much of the published content on pricing is meant to be either expository or persuasive. That is to say, it is meant to either explain things to you or to persuade you of a certain approach. That is true for Ibbaka as well. In 2021 we will be layering in something new - exploratory work. These are explorations of pricing and ways to frame pricing where we risk being wrong. It is through exploration that we will be able to move the pricing discipline forward.