The new masterpiece by the acclaimed pricing guru🙏
A must-read for anyone interested in implementing pricing in real life,🔥“The 10 Rules of Highly Effective Pricing” by Danilo Zatta, PhD, MBA
It has become a habit of mine to read a new book from Danilo Zatta during summer vacation!
Last year, I enjoyed the amazing “The Pricing Model Revolution,” an international best-seller translated into 10 languages!
I loved that book, so reading the author's new work, “The 10 Rules of Highly Effective Pricing,” seemed like the natural next step.
I thought it would be a nice extension.
As it turned out, it was much more than this! 😀
✔️PRICING & THE MATRIX
In the 1999 cult film The Matrix 🕶️, the wise Morpheus said to Neo:
✨ There is a difference between knowing the path and walking the path ✨
Same in pricing.
Knowing the right pricing methods and tools is the first step to pricing heaven. This is the topic of the first book.
However, walking the path to pricing success is a whole different ball game, and that's what this new book is all about!
✔️A GUIDEBOOK TO PRICING HEAVEN
“The 10 Rules of Highly Effective Pricing” is about the journey and how to get to your destination:
📊 How to apply pricing tools & methods in practice
⚠️ What to do or avoid
👥 Who to involve, when, and how
🔮 What to expect
But there's more to consider.
As Industry 4.0 visionary Jeff Winter 🙏 pointed out in a recent post, there's a big difference between Optimization and Transformation.
AI-based Price optimization is a powerful tool to boost sales performance or profitability! 🚀
Although this is a significant first step with many quick wins, you shouldn’t stop there.
The true power of pricing comes from new monetization schemes that transform the business and unlock new optimization levels!
And that's the underlying mission of this new book:
✨ To help transform your business and realize its true potential through pricing ✨
✔️WHAT I LOVED
😍Praised by marketing guru Philip Kotler
😍Includes pricing insights from prominent leaders at companies like Nestlé, GE, and Porsche
😍Has countless real-world case studies, practical tips, and benchmarks
😍Gives clear expectations, including tangible benefits, timeframes, and challenges
😍Busts several pricing myths
😍Has quotes from three classic books I love: Asimov’s Foundation series, Sun Tzu’s The Art of War, and Orwell’s 1984
😍Beautifully balances the philosophical aspects of value creation with the practical side of monetizing it
✔️KEY LEARNINGS
➡️Pricing power should be a top corporate priority
➡️Despite its importance, most companies neglect pricing
➡️Pricing is not a one-off initiative as the market is constantly disrupted by technology, competition, macro conditions, and more
➡️There's no one-size-fits-all approach to pricing, so you need to get guidance, learn, adapt, use new tools, and experiment continuously
➡️CEO and top management commitment is essential for pricing success
✔️THE 10 RULES – TO BE CONTINUED
The book outlines ten rules covering many different and practical pricing aspects.
Over the coming weeks, I'll share a series of posts exploring each rule in more detail, hoping this will spark an engaging discussion about the current state and future of pricing!
What’s your take on all these? Have you read any of the author's books or have a different perspective? Love to hear your thoughts!
Interested in learning more about AI-Powered Price Optimization and Strategic Forecasting?
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