Tim J. Smith is the Founder and CEO of Wiglaf Pricing and an Adjunct Professor of marketing and at DePaul University. He is also the academic advisor to the Professional Pricing Society’s Certified Pricing Professional program, a member of the American Marketing Association and the American Physical Society. Smith is the author of PRICING DONE RIGHT: The Pricing Framework Proven Successful by the World’s Most Profitable Companies (Wiley).
CEOs know the right pricing is critical to company performance. If you’re like most CEOs, you probably spend a lot to time discussing pricing with your team. Yet, time and again, CEOs and their teams get it wrong.