'[And this is} the rationale and the motivation for the book. It's about, well, how do we spread this? How do we do some good with it? How do we improve the economy? How do we make businesses more effective?'

David Falzani has spent decades building and growing businesses, and now, as a Professor of Practice, helping others to do the same. And throughout that time he's watched entrepreneurs grapple with one constant, intractable, mysterious issue: pricing.

It's not just about numbers. (In fact it's not really about numbers at all.) The price we put on something, the price we're prepared to pay for anything, is wrapped up in emotion and our deepest most irrational cognitive processes. Understanding that and getting your pricing right is all too often the difference between thriving and failing as a business, which is why David wrote his Business Book Award winner, 'Double Your Price'.

If better pricing leads to better business, David is equally clear that smarter writing leads to more satisfied readers. (Or at the very least, fewer rewrites.) And he has some good tips to help you with that, too.