According to Warren Buffett, "The single most important decision in evaluating a business is pricing power.” At a more tactical level, pricing is the #1 management lever on profitability but can often be an emotionally charged third rail. We will look at a balance of theory and practical application to provide some perspective on the art and science of pricing with useful takeaways, regardless of industry or function. Afterwards, you can decide if you agree with the famed Oracle of Omaha.