“A brilliant, step-by-step guide to aligning price with customer behaviour.” Rory Sutherland, Vice Chairman, Ogilvy Group Have you ever felt that your business is leaving money on the table? Discounting under pressure, hesitant to raise prices, or struggling to articulate your value? If so, you're not alone. Jenny Millar and Ann Padley have seen companies lose out on millions. Not because their product is wrong or their costs are too high, but because they've misjudged something far more complex: what people value. In 12 actionable steps, The Pricing Sprint transforms pricing from a 'guessing game' and a 'black box' into a collaborative and inspiring conversation about value and growth; it fuels a repeatable, evidence-driven process to design, test, and optimize pricing. Packed with practical tools and case studies, you'll discover a new approach to pricing that's as grounded in human behaviour as it is in commercial insight. The result? Pricing strategies that are customer-focused, market-aligned, and designed for growth – and a team that is engaged and ready to implement them. This is more than a book on pricing. It's a masterclass in shaping a sustainable commercial strategy that aligns with your values, builds customer loyalty and delivers exceptional business results. “This book exposes the ultimate uncomfortable truth: most teams leave money on the table because they fear pricing. The Pricing Sprint gives you the courage – and the framework – to embrace it as a growth lever.” ―Lamia Pardo, CMO, MoneyGram “Finally – a pricing book written for real operators. Practical, actionable and grounded in the realities of running a business.” ―Jody Ford, CEO, Trainline “ The Pricing Sprint is a clear-eyed guide to one of the murkiest parts of building a business: how to capture some fraction of the value you're creating in the form of price.” ―Frances Frei & Anne Morriss, Harvard Business School and Thinkers 50 “Essential reading for any leader looking to turn pricing uncertainty into a strategic advantage. A practical, evidence-based way to rapidly unlock results and build a resilient pricing muscle.” ―Rafael Orta, CEO, Capture One “Most pricing books either get lost in theory or reduce pricing to tactics. The Pricing Sprint avoids both traps. It offers a clear, structured, and refreshingly human way of tackling pricing - grounded in real decisions teams face, not abstract models.” ―Maciej Kraus, Partner at Movens Capital and Pricing Lecturer at Stanford University “Finally, a clear and practical guide to the most overlooked lever in business success: pricing. This book shows exactly how to get it right.” ―Murray Lambell, CCO, Gousto “This book short-circuits years of costly guesswork and materially accelerates growth.” ―Alexander von Schirmeister, former Managing Director, Xero “A confident business knows how to talk about price. This book helps you lead those conversations with clarity and conviction.” ―Debbie Wosskow OBE, Chair, Invest in Women Taskforce; non-executive Director, Channel 4 “A timely, practically packed bible for thinking about pricing and value systematically – and differently. It's relevant for a large corporate all the way to a solopreneur. The benefits flow directly to your bottom line.” ―Sharath Jeevan OBE, author of Intrinsic and Inflection “ The Pricing Sprint helps teams move from opinion to insight and from debate to confident action. It's a thoughtful and genuinely useful guide for leaders who want pricing to work harder, without creating unnecessary disruption.” ―Christoph Homann, CCO, Superstruct Entertainment “This is gold. An utterly comprehensive and practical guide to the most challenging and high-stakes process in launching a new product or service. Establishing the value of what you're offering is a make-or-break moment and this book offers clear steps and nuanced insights into just how to get this right.” ―Dave Jarman, Associate Professor in Innovation and Entrepreneurship, University of Bristol “A jam-packed how-to of pricing, combining insight on behavioural psychology, economics, research, testing, design and customer communication.” ―Richard Ambrose, CEO, Wealthify “ The Pricing Sprint gives founders and leadership teams a way to break out of the fear and the guesswork. It shows them how to uncover what customers really value, how to validate decisions before committing to them, and how to involve their whole organization in a process that builds confidence from the inside out.” ―Polly Dhaliwal, COO, Enterprise Nation “A must-read for any leader who wants pricing to drive growth. It's practical, insightful, and immediately actionable.” ―Servaes Tholan, former CFO at Upwork and eBay North America “The authors turn pricing into a hands-on design practice that uses research, prototyping, and iteration to create prices customers understand and value. This book is ideal for product, marketing, and service teams