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All businesses, no matter their size, strive to create value. Pricing captures the true measure of a company’s worth. Pricing is the least understood, incredibly powerful, yet most underutilized marketing lever. Companies spend most of their time creating real value for their customers, but very little time figuring out how to capture as much of that value as possible. This elusive link profoundly impacts the success or failure of every business. This talk will help the participants recognize how to grow revenue and profits through pricing. The goal of the discussion is to enable participants to determine how to use pricing to capture more value, and even decide what new products to develop to capture the most value.