Pricing isn’t just about numbers.

While models, margins, and optimization often take center stage, the most powerful forces shaping pricing decisions are human—how customers perceive value, how decisions are made, and what ultimately drives willingness to pay.

In this episode of Let’s Talk Pricing, we’re joined by Jenny Millar, Founder and CEO of Untapped Pricing and co-author of The Pricing Sprint. Drawing on her experience leading pricing strategy at eBay across eleven European markets, Jenny shares how behavioral science is reshaping the way organizations approach pricing.

We explore:

• Why pricing is often treated as a technical exercise—and what’s missing

• How human behavior influences pricing outcomes more than data alone

• Why companies consistently leave value on the table

• What it takes to build a more collaborative, evidence-driven pricing process

• How pricing teams must evolve in a more data-driven, customer-centric world

If you’ve ever felt that pricing decisions don’t always follow logic, this conversation will change how you think about the role of behavior in pricing strategy.