The Soul of Enterprise: Business in the Transformation Economy by THRESHOLD Episode 561 - What's Changing in Pricing? An Update for Professionals
Oct 24, 2025
Discover how pricing models are shifting from static to dynamic, emphasizing value and relationships. Explore the impact of perceived fairness on customer reactions and the storytelling techniques used by brands like Apple and Tesla to justify their prices. Laugh along as the hosts discuss unconventional pricing tactics, including a quirky QR-code toilet paper dispenser. Learn the risks of surveillance pricing and the potential pitfalls for mid-market firms adopting new models. Get practical insights for service firms to reimagine their pricing strategies.
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Episode notes
Fair Price Is A Story, Not Math
- Fairness is an emotional perception rooted in story, not a formula or spreadsheet.
- Customers accept higher prices when the narrative conveys trust, reciprocity, and justified value.
The Coca‑Cola Hot‑Day Backlash
- Ron recounts Coca‑Cola's 2008 vending machine that raised prices on hot days and got massive blowback.
- The example shows dynamic pricing can trigger strong emotional responses when the story isn't managed.
Explain Price Changes With Value Stories
- When you raise prices, explain the change with a clear, value‑focused story tied to improvements or shared burden.
- Use transparency, brand equity, and examples (wages, sustainability, added features) to maintain trust.