Pricing College Podcast
Episodes
Episode #0123 - Why Your Pricing Isn't Working — And It's Not Just Because of Your Sales or Pricing Teams
24 Apr 2026
Contributed by Lukas
Times-stamp Notes: [00:00] Introduction to developing pricing strategies [00:32] Developing pricing strategies amid rising complexity and cost pressur...
Episode #0122 -
26 Mar 2026
Contributed by Lukas
TIME-STAMP NOTES: [00:00] Introduction: CEOs Under Cost Pass Through Pressure [01:44] Cost Pass Through in Highly Volatile Markets [04:04] Cost Pass T...
Episode #0121 - Margin Management: Why Revenue Growth Isn't Enough
20 Mar 2026
Contributed by Lukas
TIME-STAMPED NOTES: [00:00] Intro: Why Margin Management Is Harder Than Revenue Growth [02:22] Why Pricing Strategy Fails Without a Margin Managemen...
Episode #0120 - Why Price Rises Are Much Harder Than CEOs Expect
11 Mar 2026
Contributed by Lukas
TIME-STAMPED NOTES: [00:00] Introduction [01:12] The Challenge of Rising Costs [02:39] The Problem of Ownership [03:53] Case Study: Finance and Produc...
Episode #0119 - What is Value Culture?
03 Feb 2023
Contributed by Lukas
Today's episode is a bit like Part B or a follow-up from our last episode a couple of weeks ago, where we introduced our new project, which we're call...
Episode #0118 - Why Pricing Requires CEO And CSuite Backing
02 Dec 2022
Contributed by Lukas
Why Pricing Requires CEO and Csuite Backing Aidan: In today's episode, we want to dig a bit deeper into a topic we've covered a couple of times in...
Episode #0117 - What is different in B2B pricing?
25 Nov 2022
Contributed by Lukas
Episode #0116 - Q&A On What Optimising The Tail Means
18 Nov 2022
Contributed by Lukas
Episode #0115 - Discounting And Price Promotions In Retail Or B2C
28 Oct 2022
Contributed by Lukas
Episode #0114 - Who do we think listens to our podcast
21 Oct 2022
Contributed by Lukas
Episode #0113 - Pricing advice for start-ups
14 Oct 2022
Contributed by Lukas
In today's episode, we want to explore the world of startups and I supposed at Taylor Wells we got asked or approach by quite a few startup businesses...
Episode #0112 - Can pricing save the cinema and movie theatre industry
07 Oct 2022
Contributed by Lukas
[00:00:00] Aidan: Hello and welcome to another edition of Pricing College with your host Aidan Campbell [00:00:06] Joanna: and Joanna Wells [00:00...
Episode #0111 - What can business learn from gym pricing?
30 Sep 2022
Contributed by Lukas
In today's episode, we are going to cover something that's very close to our heart. If you just listen to our podcasts, you may think we are just pric...
Episode #0110 - What is a (CRO) chief revenue officer and what should they know about pricing ?
23 Sep 2022
Contributed by Lukas
#PricingPodcast #PricingCollege #ChiefRevenueOfficer In today's episode, we want to talk about probably a new addition to the C suite, which is called...
Episode #0109 - How to charge creative industries like graphic designing
16 Sep 2022
Contributed by Lukas
In today's episode, we want to ask a question about some of the creative industries and the best way to charge for graphic design creativity, like des...
Episode #0108 - Should you charge more for beer at a stadium than a liquor store?
08 Sep 2022
Contributed by Lukas
In today's episode, we want to look at a news article that appeared today, 8 September 2022. I think it almost suggests that more people should listen...
Episode #0107 - Paying more to not see ads on streaming services
02 Sep 2022
Contributed by Lukas
In today's episode, we want to cover I suppose it's a concept, but it's also a new story that we saw recently this week, whereby Disney plus up-and-co...
Episode #0106 - Dynamic pricing in ticket pricing for concerts
26 Aug 2022
Contributed by Lukas
In today's episode, we want to talk about the pricing story that has made the news I guess, the mainstream news media, which is not that common in the...
Episode #0105 - What we can learn from Rolex pricing
19 Aug 2022
Contributed by Lukas
Today we're going to speak about Rolex watches. Rolex watches are a key topic. I suppose in pricing because they really do show the opposite of cost-p...
Episode #0104 - Are Brands still valuable to consumers in 2022?
20 May 2022
Contributed by Lukas
In today's episode, we want to talk about brands. Are brands still as important in 2022 as they were maybe back in the 20th century? Notes on the ti...
Episode #0103 - The Concept of Building a Pricing Ecosystem
13 May 2022
Contributed by Lukas
So in today's episode, we want to talk about, the concept of building an ecosystem, thinking about how it can benefit your business, and if you can se...
Episode #0102 - Can a pricing IT tool fix B2B pricing
29 Apr 2022
Contributed by Lukas
In today's episode, we discussed what are the pitfalls of seeking a pricing tool to run B2B pricing. Notes on the time-stamped show: [00:00] Int...
Episode #0101 - Is being made in Australia still seen as a value to consumers in manufactured products
22 Apr 2022
Contributed by Lukas
In today's episode, we want to do, I suppose a little bit of value discovery, which is a topic we discuss when we get into value-based pricing and wha...
Episode #0100 - What moving from free to paying really means. Difference in freemium vs pay model
14 Apr 2022
Contributed by Lukas
Episode #0099 - What to be aware of with surcharging
08 Apr 2022
Contributed by Lukas
This is the last episode before the Easter school holidays in Australia. So, pricing college is not out for the summer. It's not out. We continue with...
Episode #0098 - Why Value-Based Pricing is even more important when inflation is rampant?
25 Mar 2022
Contributed by Lukas
In today's episode, we are going to discuss the importance of value-based pricing during inflation. In today's episode, we are, I suppose, going...
Episode #0097 - SAAS Pricing and Tiered Pricing options for Online Businesses
18 Mar 2022
Contributed by Lukas
In today's episode, we're looking at SAAS pricing and tiered pricing - the good-better-best option. What is the impact of tiered pricing on marke...
Episode #0096 - Introduction to Value Culture
11 Mar 2022
Contributed by Lukas
Today's episode will be probably a little bit different than usual, as we're going to discuss a new project here at Taylor wells, which we are launchi...
Episode #0095 - Can value based pricing go wrong?
03 Mar 2022
Contributed by Lukas
In many of our podcasts, we talk about value-based pricing. How it is the best thing since sliced bread and how everybody should be doing it, or movin...
Episode #0094 - What white goods price inflation means in 2022
25 Feb 2022
Contributed by Lukas
If you are an avid listener to our regular appointments or regular podcast you may be wondering where we were over the last month or two. The answer i...
Episode #0093 - B2B business moving to an equipment as a service
10 Dec 2021
Contributed by Lukas
In today's episode, we are going to answer a listener's query which was about companies traditional B2B businesses switching from selling components o...
Episode #0092 - Dangers of surcharges and breaking down pricing too much.
03 Dec 2021
Contributed by Lukas
In today's episode, we want to cover. I suppose we just passed Black Friday last week and I believe Cyber Monday was Monday. I'm sure of my age but I ...
Episode #0091 - What to say when procurement ask to see your cost base
26 Nov 2021
Contributed by Lukas
In today's episode, we want to talk about something that is probably more common than we'd like to admit. A scenario where a procurement team says sho...
Episode #0090 - Will shoppers pay a bit more for a better retail experience
19 Nov 2021
Contributed by Lukas
In today's episode, Joanna and Aidan discuss retail therapy for the upcoming Christmas season and Black Friday. It's that time of year where we approa...
Episode #0089 - How inflation impacts price rise strategy in 2021
12 Nov 2021
Contributed by Lukas
In today's episode, Joanna and Aidan discuss the return of inflation and how it impacts the price rise strategy in 2021. Inflation affects businesses ...
Episode #0088 - Mercedes- Benz Fixed Pricing Model
08 Nov 2021
Contributed by Lukas
In this episode of Pricing College - Joana and Aiden talk about the Mercedes Benz fixed pricing model. What it is and how they're going to execute t...
Episode #0087 - We take a look at pricing and the murky world of cigarettes
19 Mar 2021
Contributed by Lukas
In this episode of Pricing College - we take a look at the world of cigarettes and ask what the Marlboro man can tell us about marketing now he is bas...
Episode #0086 - Will subsidies boost demand for domestic tourism?
12 Mar 2021
Contributed by Lukas
In this episode of Pricing College - we discuss the new Aussie Federal Government plan to boost domestic tourism by subsidising flights by 50%. We ...
Episode #0085 - What does a cashless society mean for pricing?
05 Mar 2021
Contributed by Lukas
In this episode of Pricing College - we discuss what impact a cashless society will have on pricing. Will it mean less focus on budgets and costs, wil...
Episode #0084 - Why do so many companies ignore value based pricing?
26 Feb 2021
Contributed by Lukas
In this episode of Pricing College - we discuss why so many companies do not practise or invest in value based pricing. We discuss that value bas...
Episode #0083 - The future of the recorded music industry
19 Feb 2021
Contributed by Lukas
In this episode of Pricing College - we look at the recorded music industry and the pricing model. We discuss Spotify and what a lack of live conce...
Episode #0082 - Cruise pricing strategy in 2021
05 Feb 2021
Contributed by Lukas
In the first episode of 2021 - we discuss cruise ship promotions in early 2021. Clearly given the continuing restrictions on everyday life in 2021 ...
Episode #0081 - What has pricing to do with house prices?
05 Dec 2020
Contributed by Lukas
In this episode of Pricing College we stray into an area we do not look at - asset pricing. House prices are one thing most people have a view on. ...
Episode #0080 - Is the one who pays the boss?
04 Dec 2020
Contributed by Lukas
In this episode of Pricing College - Aidan and Joanna discuss the common psychological scenario - where the seller says thank you - and sometimes in a...
Episode #0079 - Can Unbundling Go To Far?
04 Dec 2020
Contributed by Lukas
In this episode of Pricing College we ask has unbundling gone too far. We discuss the travel and hotel industry - and give the example of Ryanair. ...
Episode #0078 - We discuss supermarket promotions
28 Nov 2020
Contributed by Lukas
In this episode of Pricing College - we discuss how supermarket promotions work - and what suppliers need to know. Is your brand benefitting or being ...
Episode #0077 - Does centralising pricing in another country make sense?
27 Nov 2020
Contributed by Lukas
In this episode of Pricing College we discuss whether it makes sense to centralise pricing functions for large companies. In recent years - we have...
Episode #0076 - How much do pricing professionals get paid?
26 Nov 2020
Contributed by Lukas
In this episode of Pricing College - we discuss how much pricing professionals from analysts to pricing directors get paid. Will it make you jealou...
Episode #0075 - What should you say about pricing to different stakeholders?
19 Nov 2020
Contributed by Lukas
In this Episode of Pricing College - we talk about talking! What should you say and how should you describe pricing when talking to various stakeholde...
Episode #0074 - Intro to price optimisation
19 Nov 2020
Contributed by Lukas
In this episode of pricing college - we discuss what pricing optimisation is and where to start. This is different to pricing strategy - and is a m...
Episode #0073 - What the forex market can teach us about cost plus pricing?
18 Nov 2020
Contributed by Lukas
In this episode we discuss the forex market and how that really highlights common issues with cost plus pricing. The foreign exchange market - fore...
Episode #0072 - What makes a great CFO when it comes to pricing?
12 Nov 2020
Contributed by Lukas
Many CFOs love the numbers - and that often includes pricing. We have seen CFOs sign off on all pricing decisions in a business - but is that sustaina...
Episode #0071 - What is the major issue with siloed business structures?
11 Nov 2020
Contributed by Lukas
We have seen it - and I am sure you have seen it. Businesses run on bizarre structures - based on States, regions or anything else. What could possibl...
Episode #0070 - What happens when Operations drive pricing?
11 Nov 2020
Contributed by Lukas
If you have ever seen Field Of Dreams with Kevin Costner - you will know the saying - build it and they will come. This often seems to be the approach...
Episode #0069 - What we really like about the Apple pricing model
06 Nov 2020
Contributed by Lukas
Apple is one of the biggest companies in the world. In this episode of Pricing college - we discuss what we really like about their pricing model. We ...
Episode #0068 - Are there any good pricing courses in universities?
04 Nov 2020
Contributed by Lukas
In this episode of Pricing College - we discuss whether there are any good courses at schools, college or universities that really cover pricing strat...
Episode #0067 - What is the pricing "eureka" moment?
03 Nov 2020
Contributed by Lukas
In this episode of Pricing College - Aidan and Joanna discuss what a lightbulb or eureka moment is in pricing. This is when you actually realise what ...
Episode #0066 - You need the right numbers for pricing!
29 Oct 2020
Contributed by Lukas
In this episode Aidan and Joanna discuss why business intelligence and good data management systems are vital for pricing. If you can not measure, ana...
Episode #0065 - Why charging by postcode or zip code can be a bad idea!
28 Oct 2020
Contributed by Lukas
In this episode of Pricing College we ask why charging customers more or less based on their location - i.e. postcode or zip code may seem like a good...
Episode #0064 - What approaches can we learn from SAAS?
27 Oct 2020
Contributed by Lukas
More and more services for business and consumers are delivered as SAAS - Software As A Service. What common tricks and approaches in pricing can we s...
Episode #0063 - How much should a CEO know about pricing?
23 Oct 2020
Contributed by Lukas
As they say - a fish rots from the head down - and if a CEO is not on board with a pricing project it is doomed to failure. What should a CEO know ...
Episode #0062 - Can you start optimising prices immediately?
22 Oct 2020
Contributed by Lukas
When it comes to pricing - we know that people want great results from day 1. However - what do you need to do first before trying to optimise prices....
Episode #0061 - What should a marketer know about pricing?
21 Oct 2020
Contributed by Lukas
In this episode of Pricing College - we discuss what a marketer should know about pricing. Fundamentally, we believe they should be willing and able t...
Episode #0060 - Are you really doing revenue management?
15 Oct 2020
Contributed by Lukas
Many companies in 2020 say they practise revenue management but do they really? We ask are many of them really doing traditional pricing management...
Episode #0059 - Can an airline really sell a ticket for $1?
13 Oct 2020
Contributed by Lukas
In this episode of Pricing College - we continue to look at revenue management. You may have heard that airlines can sometimes sell tickets at very lo...
Episode #0058 - Do you need complex IT systems for revenue management?
12 Oct 2020
Contributed by Lukas
In this episode of pricing college - we take a look at revenue management and ask if your business really requires a complex IT system to implement re...
Episode #0057 - How many people really work in pricing?
01 Oct 2020
Contributed by Lukas
We know that our listeners are interested in pricing, revenue management and boosting profits - but how many people really work as dedicated pricing p...
Episode #0056 - Oscar Wilde in the pricing department!
29 Sep 2020
Contributed by Lukas
In Lady Windemere's Fan, Oscar Wilde had Lord Darlington quip that a cynic was 'a man who knows the price of everything and the value of nothing.' As...
Episode #0055 - Why we do not talk about bubbles on Pricing College
29 Sep 2020
Contributed by Lukas
In this episode of Pricing College - we discuss what a bubble is and why we do not really discuss speculation, investment or pricing options or financ...
Episode #0054 - Can "own brands" - destroy your real brand?
24 Sep 2020
Contributed by Lukas
In this episode of Pricing College - we cover the trend for many manufacturers of food products to produce very similar unlabelled or supermarket own ...
Episode #0053 - Can too many brands damage your business?
23 Sep 2020
Contributed by Lukas
When companies buy lots of brands - they sometimes have real issues integrating them and differentiating their offers. This can create real pricing is...
Episode #0052 - How brands can help with pricing segmentation
23 Sep 2020
Contributed by Lukas
In today's episode of Pricing College - we discuss how brands can help a business segment their customer base by value drivers and ability to pay. We ...
Episode #0051 - Would you pay more for fewer movies to watch?
17 Sep 2020
Contributed by Lukas
In this podcast episode of Pricing College - we ask would you actually pay more for fewer movie options on your streaming service - or would even payi...
Episode #0050 - What is the pricing strategy of Netflix
15 Sep 2020
Contributed by Lukas
In this episode - we discuss whether the business model and pricing strategy of Netflix will let it prosper in the long term. We look at the penetrati...
Episode #0049 - What movies can teach us about willingness to pay!
15 Sep 2020
Contributed by Lukas
In this episode of Pricing College - we discuss how Hollywood studios used to discriminate based on willingness to pay and use different distributions...
Episode #0048 - You ever meet someone who just has to have a discount?
10 Sep 2020
Contributed by Lukas
In this episode of Pricing College - we talk about what to do when someone just has to have a discount. We love not discounting - but sometimes you ha...
Episode #0047 - Are there better numbers than 99c?
08 Sep 2020
Contributed by Lukas
In this episode of Pricing College - we ask are there new magic numbers out there and if so - what are they? Are people so used to 99c that it has sto...
Episode #0046 - Why do people use 99c and magic number pricing?
07 Sep 2020
Contributed by Lukas
In this episode of Pricing College - we look at the concept of magic numbers and using 99c and even options like 95c or 90c. Does it really help you s...
Episode #0045 - What does Coke branding aim to achieve?
03 Sep 2020
Contributed by Lukas
In this episode of Pricing College we look at the importance of branding for retail products - and we look at Coca Cola. Everyone in the world knows...
Episode #0044 - Why Coke kept flat pricing for 75 years!
01 Sep 2020
Contributed by Lukas
In this episode of Pricing College - we discuss why Coca Cola did not increase their pricing for almost 75 years. This goes against the common percept...
Episode #0043 - Paying more for soft drinks in hot weather
01 Sep 2020
Contributed by Lukas
In this episode of Pricing College - we discuss the suggestion that Coca Cola considered altering prices depending on the temperature. We discuss whet...
Episode #0042 - Why planning a pricing role is vital!
27 Aug 2020
Contributed by Lukas
In this episode of Pricing College - we discuss why it is so vital to really plan out a pricing role before starting the hiring process. Being hone...
Episode #0041 - Problems with a pricing team of One!
24 Aug 2020
Contributed by Lukas
In this episode of Pricing College - we discuss the potential problems when you only have one person in a pricing team. One person may be able to d...
Episode #0040 - How many pricing analysts do you really need?
24 Aug 2020
Contributed by Lukas
In this episode of Pricing College - we ask how many pricing analysts your business really needs. When launching a pricing transformation or improv...
Episode #0039 - Can your business say no to tenders?
20 Aug 2020
Contributed by Lukas
In this episode of Pricing College - we ask a big question. Can you business simply say no to tenders? Do you have to take part in tenders - or can yo...
Episode #0038 - Your tender team should try to avoid tenders
18 Aug 2020
Contributed by Lukas
In this episode of Pricing College - Aidan and Joanna discuss why you should seek to avoid tenders whenever possible. Your key account team and sales ...
Episode #0037 - Why tenders destroy value - and your will to live!
17 Aug 2020
Contributed by Lukas
In this episode of Pricing College Aidan and Joanna talk about tenders - and why they often destroy value, and any interest you may have in working wi...
Episode #0036 - Is competitor based pricing sensible?
13 Aug 2020
Contributed by Lukas
It of courses seems to make sense - that you should check on what your competitors are charging - and base your pricing somehow on that metric. Howeve...
Episode #0035 - Would you pay more for less of a product?
11 Aug 2020
Contributed by Lukas
We are always used to thinking that the more you pay the more you get of a product or service. However - have you ever been in a supermarket and found...
Episode #0034 - Why your food package is getting smaller!
10 Aug 2020
Contributed by Lukas
In today's episode we look at the practise by food product companies to reduce pack size - sometimes without the customer noticing - rather than incre...
Episode #0033 - How do pricing software tools work for business?
06 Aug 2020
Contributed by Lukas
In this episode of Pricing College - we discuss how pricing software tools work for a business - and what they actually do. They can be very useful to...
Episode #0032 - Do price match guarantees increase or decrease selling prices?
04 Aug 2020
Contributed by Lukas
In this episode of Pricing College - we discuss the concept of price match guarantees. On first inspection - you would think a price match guarantee w...
Episode #0031 - What is a loss leader?
03 Aug 2020
Contributed by Lukas
In this episode of Pricing College we discuss the concept of a loss leader. You may be aware of supermarkets and similar businesses selling very commo...
Episode #0029 - What are the options for a business pricing transformation?
28 Jul 2020
Contributed by Lukas
In today's episode of Pricing College - we discuss the broad options available to a company who is considering a pricing transformation for their busi...
Episode #0028 - The biggest frustrations in the pricing community!
27 Jul 2020
Contributed by Lukas
In this episode of Pricing College we discuss some of the biggest frustrations in the pricing community. Whether it is people expecting far too much t...
Episode #0030 - The skills for a great pricing manager!
23 Jul 2020
Contributed by Lukas
In this episode of Pricing College Joanna and Aidan discuss what sort of skillset a great pricing manager or leader should have. Whilst not saying one...
Episode #0027 - Can pricing save a bad business model?
23 Jul 2020
Contributed by Lukas
In this episode of Pricing College - Aidan and Joanna discuss whether a pricing guru and a great pricing strategy can rescue a bad or outdated busines...
Episode #0026 - What is price elasticity?
21 Jul 2020
Contributed by Lukas
In this episode of Pricing College - we go back to University for Economics 101. If you increase prices - how much will volume fall? Is that something...
Episode #0025 - What is loss aversion in pricing?
21 Jul 2020
Contributed by Lukas
In this episode - we look at the concept of loss aversion. It is an old saying in gambling - that money lost hurts twice as much as the pleasure of mo...
Episode #0024 - Can a consumer products business go direct?
17 Jul 2020
Contributed by Lukas
In this episode - we look at whether a smaller consumer products business can say no to major supermarkets and retail chains and go direct. A move lik...