Nobody wants to touch pricing. It’s political, it’s messy, and if it goes wrong, everyone remembers who led the project. But here’s the thing—when it works, it really works.

In this episode, Toni and Raul talk about why pricing changes freak people out, what actually happens when you go through with them, and how even small tweaks can drive serious revenue. They’ve both run pricing projects that paid off big, and they’ve got the scars to prove it.

If pricing’s been on your to-do list forever but you keep punting it… this one’s for you.

(00:00) - Introduction
(01:36) - The dread of pricing changes
(04:29) - Balancing new prices and losing customers
(05:53) - Lead pricing changes without losing your job
(08:55) - Who should own pricing changes?
(10:10) - Creating a pricing steering committee
(12:38) - Consultants in pricing projects
(17:00) - Are we over complicating it?
(19:44) - Churn and pricing relationship
(25:02) - The external and internal narrative
(29:47) - Phasing pricing changes
(31:10) - Pricing moves in PLG
(32:59) - Conclusion

No One Wants to Touch Pricing. Here's why You Should.