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.