People don't buy drills. They buy holes.When pricing your services, focus on the outcome you deliver, not how you achieve it. Especially with AI - the moment you mention automation, people expect to pay less.Talk about value, not process.Today, we're venturing into the psychology of value creation and pricing strategy, exploring how what appears to be a simple discount model is actually a sophisticated framework for encouraging the right behaviours. As you'll hear, both Andrew and Kieran possess a rare ability to translate complex economic principles into practical insights about human decision-making.In our conversation, we discuss:The behavioural economics of pricing:How successful pricing strategies work more like restaurant menusguiding customers toward outcomes that genuinely serve them best rather than simply extracting maximum revenue.How AI is reshaping commerce from both sides of the transactionCreating opportunities for hyper-personalisation while potentially eliminating the emotional and aspirational elements that drive many purchasing decisions.The cyclical nature of corporate restructuring: Why understanding these patterns can help you build more resilient career strategies in an era of constant technological change.The surprising importance of asking "why" five times: How getting to the root of what people actually need rather than what they think they want opens up entirely different approaches to creating value.