The Pricing Guys

S1E15 – Do You Really Need a Chief Pricing Officer?

In this week’s episode of The Pricing Guys, we’re answering a great question from one of our listeners, Dan, about the growing buzz around the “Chief Pricing Officer” role and whether adding a new title is really the key to driving pricing success.
Avy and Michael dig into why mindset, alignment, and organizational readiness matter far more than structure alone when it comes to driving pricing success, and why without these foundations, even the best pricing teams can struggle to deliver impact.

S1E14 – The Hidden Cost of Discounts

In this episode of The Pricing Guys, Avy and Michael explore why price drops like falling oil costs don’t always make it to the end customer. They dig into the disconnect between supplier pricing and what happens downstream with distributors, resellers, and sales teams.
The conversation covers why discounts often fail to drive volume, how internal habits and channel dynamics distort intent, and what it really takes to tie discounts to behavior. If you’ve ever wondered whether your discounting strategy is truly creating value or just leaking margin, this one’s for you.

S1E13 – McSticker Shock: Why Customers Are Walking Away

In this episode of The Pricing Guys, Avy and Michael dig into McDonald’s recent performance slump and ask the tough question: is it really the economy, or is something deeper going on?
They explore whether rising prices at traditional value spots like McDonald’s are pushing customers toward fast casual alternatives, grocery stores, or even doing nothing at all. This episode also looks at how price perception, value trade-offs, and customer segmentation are reshaping the fast food landscape.

S1E12 – From Airbnb to B2B: Why Pricing Clarity Matters

In this episode of The Pricing Guys, Avy and Michael dive into the world of pricing transparency from Airbnb rentals to software contracts.
Prompted by a real-life booking experience gone sideways, they unpack the frustration consumers feel when the price you think you’re paying ends up being far from reality. They reflect on how pricing transparency, when done right, can actually be a strategic asset. 
Whether it’s customizing offers based on customer segment or clearly communicating the why behind the price, Avy and Michael argue that transparency isn’t a threat, it’s a differentiator.

S1E11 – Should You Still Forecast in Chaos?

In this episode of The Pricing Guys, Avy and Michael unpack how tariffs are reshaping forecasting, pricing, and business operations. As some companies abandon forecasting altogether, overwhelmed by scenario fatigue, the conversation shifts to whether that’s a strategic pause or a costly mistake. 
They explore what it means to plan around worst-case scenarios, why pricing should be the first lever pulled and how organizations can avoid short-term thinking when faced with long-term disruption. From supply chain shifts to price positioning, this episode offers a clear-eyed take on leading through uncertainty with resilience and foresight.

The Pricing Guys: Highlights from Our First 10 Episodes

Join us for a fast-paced look back at standout moments from the first 10 episodes of The Pricing Guys podcast.
From the real impact of tariffs and AI on pricing to B2B customer dynamics and acquisition breakdowns like Poppy under Pepsi, this highlight reel gives you a quick taste of the conversations shaping today’s pricing world.
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S1E10 – Locker Room Lessons for Pricing Teams

In this episode of The Pricing Guys, Avy and Michael draw powerful pricing insights from the world of sports contracts, specifically mega-deals like Shohei Ohtani’s.
They explore how concepts like anchoring, deferred value, and portfolio thinking show up in both B2B pricing and professional sports. Through parallels between franchise players and marquee customers, they discuss:
Why the headline price is rarely the real price
How to structure deals for long-term value, not just short-term wins
The strategic logic behind overpaying today to win tomorrow

S1E9 – Data Nerds to Mini CEOs: Inside the Pricing Function

Continuing the conversation from their previous episode, Avy and Michael shift the focus from structure to people, unpacking the personalities that shape today’s pricing teams.
Drawing from over 15 years of experience across industries, they break down the common leader types they’ve encountered: the hyper-analytical deep diver, the buzzword-hyping visionary, the well-liked but indecisive order taker, and more.
But it doesn’t end there. They explore the risks of these leadership styles and highlight what truly effective pricing leadership looks like plus how to spot (and hire) a true pricing unicorn.

S1E8 – Who is the Pricing Unicorn in Your Business?

In this heated episode of The Pricing Guys, Michael and Avy go toe-to-toe on one of the most debated questions in pricing: Where should the pricing function sit?
They explore how organizational maturity, leadership style, and internal dynamics all play a role in shaping effective pricing teams. Whether you're in a startup or a global enterprise, this episode will help you rethink how your pricing function is set up.

S1E7 – DNA, Data & Dollar Signs: 23andMe

In this episode, Avy and Michael explore the rise and fall of 23andMe, the DNA testing giant that soared to a $6B valuation before veering toward bankruptcy.
They break down what went wrong, including:
- A gimmicky value proposition with limited long-term appeal
- The shaky logic of subscriptions for a non-recurring service
- The ethical grey zone of monetizing personal health data
It’s a cautionary tale about the importance of aligning go-to-market and customer value strategies and what happens when you don’t.