The Soul of Enterprise: Business in the Transformation Economy by THRESHOLD Episode 561 - What's Changing in Pricing? An Update for Professionals
Oct 24, 2025
Discover how pricing models are shifting from static to dynamic, emphasizing value and relationships. Explore the impact of perceived fairness on customer reactions and the storytelling techniques used by brands like Apple and Tesla to justify their prices. Laugh along as the hosts discuss unconventional pricing tactics, including a quirky QR-code toilet paper dispenser. Learn the risks of surveillance pricing and the potential pitfalls for mid-market firms adopting new models. Get practical insights for service firms to reimagine their pricing strategies.
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Price Vs. Pricing Transparency
- Distinguish price transparency (the stated price) from pricing transparency (how you calculated it).
- Customers asking an hourly rate often seek pricing transparency, not a fixed price.
QR Codes For Toilet Paper
- Ed shares a story of Chinese toilets dispensing paper only after users watch ads or pay a small fee.
- The example highlights consumer cynicism when pricing is tied to intrusive or dignity‑eroding tactics.
Price As Brand Narrative
- Price functions as a brand message and narrative persuades where data alone cannot.
- Anchor price around progress or performance (uptime, predictive analytics), not just cost increases.