The provided article from OneNexis argues that pricing is the most powerful yet often overlooked driver of business growth, surpassing customer acquisition and cost-cutting. It explains how strategic pricing, particularly value-based pricing, significantly impacts profitability and customer perception. The piece contrasts ineffective methods like cost-plus and competitive pricing with more effective approaches such as tiered, premium, and dynamic pricing. Furthermore, it offers a practical framework for optimizing pricing, including analyzing customer willingness to pay, testing price sensitivity, and utilizing psychological pricing tactics. Ultimately, the article advocates for a dynamic and intentional approach to pricing as a continuous process for achieving sustainable growth and market differentiation.

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