Why Most Businesses Get Pricing Wrong — Jenny Millar

If you charged £100 five years ago and haven’t changed it since, you’d need to be at £125 today just to stand still. Meanwhile your service got better, your costs went up, and your pricing stayed frozen. Not changing your prices is still a pricing decision.

Jason Marc Campbell sits down with Jenny Millar, founder of Untapped Pricing and co-author of The Pricing Sprint, who spent ten years leading pricing at eBay across eleven European markets. Jenny explains why pricing is far more psychological than numerical, the three biases that keep companies frozen, how discounting quietly trains your customers to wait, and the four questions that reveal what people will genuinely pay.

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👂Listen out for:

Loss aversion, status quo bias and misaligned incentives

Why blanket price rises rarely work

Four questions that uncover willingness to pay

How discounting undermines a premium brand

Five customer conversations reveal most of the insight

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