Pricing and Commercial Strategy

Pricing and commercial strategy are often treated as spreadsheet exercises or one-off decisions. In practice, they shape behaviour, positioning, and long-term outcomes. This section looks at common pricing approaches and commercial choices, and explains how they tend to work in real businesses, based on experience building, running, and selling multi-million-pound companies. It will help you to understand the trade-offs involved, question assumptions, and make pricing and commercial decisions that fit your own market, constraints, and reality.