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How to Facilitate a Profit Coach
Pricing matters, pricing strategy, pricing science, pricing sophistication is extremely important because it has a way of defining the value that people are willing to pay for. The analysis and the study and the research has been done by a group called Price Intelligently. They've actually consulted at Foley when I believe build them on their pricing strategy. And so there's a lot of opportunity in terms of improving the sophistication around pricing thinking in our industry.