Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society - Hardcover

by Jean-Manuel Izaret (Author), Arnab Sinha (Author)

The right pricing strategy can change the entire trajectory of a business, a market, and even society at large. To help you create your best pricing strategy efficiently and confidently, two leaders from BCG are introducing fresh perspectives on pricing that take you far beyond the realm of mind-numbing numbers.

In their new book Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society, Jean-Manuel Izaret and Arnab Sinha simplify and clarify pricing strategy by integrating its many frameworks and concepts into seven distinct pricing games, each with its own proven tools, rules, forces, and structures. To help you pick the right game and play it well, Izaret and Sinha have developed the Strategic Pricing Hexagon, a tool refined through years of testing, iteration, and adaptation. The Hexagon is your portal to a business world where stronger growth and better financial performance come from a set of strategic pricing decisions, not endless myopic quests for optimal prices.

But more than that, the Hexagon will change the way you think about and talk about pricing. The current conversation around pricing - as expressed through economics textbooks, Excel spreadsheets, political discourse, and educated guesswork - makes it easy to believe that pricing is nothing more than a technical, tactical and, for most people, boring game of numbers. Game Changer changes that conversation bysharing stories and research that bring the Hexagon and its seven pricing games to life.

With research from BCG's Bruce Henderson Institute and real-world examples from the world's most influential companies, the authors and their colleagues at BCG define pricing strategy as a business leader's or business owner's conscious decisions about how money flows in their market. They show how companies succeed in the long term when they focus on collaborative growth and value sharing with customers, not zero-sum value extraction from them.

Discover how you can create and implement a winning pricing strategy that changes the trajectory of your business, your market, and even society.

Front Jacket

IF YOU'RE LIKE MOST BUSINESS LEADERS OR BUSINESS OWNERS, YOU THINK THAT PRICING IS A BORING GAME OF MIND-NUMBING NUMBERS.

It's time to change that game--and that thinking--for good. That is our mission.

The right pricing strategy can change the entire trajectory of a business, a market, and even society. But to find your best strategy, you need to look far beyond the numbers.

That's why we're introducing the Strategic Pricing Hexagon. It is your portal to a business world where stronger growth and better financial performance come from a set of strategic pricing decisions, not endless myopic quests for optimal prices.

Our Hexagon comprises seven pricing games--each with its own proven tools, rules, forces, and structures--to help you pick the right game and play it well.

But more than that, the Hex will change the way you think about and talk about pricing. We focus on collaborative growth with customers, not zero-sum value extraction from them. We use research from BCG's Bruce Henderson Institute to redefine what a fair price means. We use our own experience and the collective experience of BCG's Marketing, Sales, and Pricing Practice to share the stories that bring the Hexagon and its seven pricing games to life.

Find out how you can use strategic pricing to reshape your business, your market, and even society.

Back Jacket

THE STRATEGIC PRICING HEXAGON and its seven games

"The biggest benefit of Game Changer is that it will encourage business leaders to step back and think through the fundamentals of their business: how do we create and share value? This is the first book I've read that provides a clear and practical definition of pricing strategy--and how to determine one--instead of going straight to the numbers."
MARIN GJAJA, CHIEF CUSTOMER OFFICER, FORD MODEL E

"What I appreciate most about Game Changer is that it left me with more practical options and ideas about pricing strategy, not with more math problems and more complicated theories."
ERIC REYNOLDS, CHIEF OPERATING OFFICER, CLOROX

"Game Changer elevates pricing from a specialized practice to a strategic perspective on the entire business. Even better, it makes pricing accessible, practical, and enjoyable. The seven pricing games and the associated playbooks are very insightful and have far-reaching implications for go-to-market strategies."
STEVE MALLOUK, SVP, GLOBAL BUSINESS STRATEGY, VISA

Author Biography

JEAN-MANUEL IZARET (JMI) is the Global Leader of BCG's Marketing, Sales, and Pricing Practice. Before joining BCG in 1997, he received a PhD from ﾉcole Centrale in Paris.

As a Bruce Henderson Institute Fellow, he has studied pricing model innovations in technology, biopharma, industrial goods, financial services, and consumer services. He also explored how pricing and economic models could help solve issues such as education and climate-change mitigation.

JMI lives in Berkeley, California.

ARNAB SINHA is a Senior Partner and Managing Director at BCG where he leads the Pricing Practice for North America and for the consumer sector. Prior to joining BCG in 2005, he received a PhD from the Massachusetts Institute of Technology.

Arnab develops pricing strategies in sectors as diverse as airlines, automotive, beverages, food, luxury goods, and restaurants. He co-developed BCG's intellectual property and software that use artificial intelligence to optimize pricing and promotion strategies.

Arnab lives in Philadelphia, Pennsylvania.