About this episode
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
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