Pricing is one of the most fundamental drivers of business success, yet for many companies, even large ones, setting and changing prices is still done on gut-feel and guesswork rather than evidence.
The Pricing Sprint sets out to change that. Written by Jenny Millar and Ann Padley, two of the world’s leading behavioural pricing specialists, the book distils years of hands-on client work into a 12-step process that helps business owners and leaders make pricing decisions with greater confidence and commercial rigour. It is a practical manual built to help readers sidestep the most common pricing pitfalls.
What elevates this beyond a standard pricing guide is its grounding in behavioural science. Millar and Padley explore the psychology of purchasing decisions, examining customer needs alongside the business data most companies already hold but rarely use strategically. The result is a book that reframes pricing not as a technical exercise but as a sustainable commercial lever, shaped by both logic and human behaviour.
The Pricing Sprint: 12 Steps to Unlock the Power of Pricing by Jenny Millar and Ann Padley is published by Bloomsbury.
