The Pricing Guys

Episode 10: 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

Episode 9: 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.

Episode 8: 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.

Episode 7: 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.

Episode 6: 10 Years Strong: RML’s Evolution

In this special anniversary episode of The Pricing Guys, Michael and Avy reflect on 10 years of Revenue Management Labs.
They dig into the early days of the company (including some hilariously bad slide decks), what’s changed over time, and what’s stayed constant like the commitment to real insights, even if the delivery wasn't always polished.
Whether you're a pricing professional, consultant, or someone trying to drive real change within an organization, this episode is packed with raw insights and unfiltered reflections.
Thank you to all our clients, partners, and team members who’ve supported us along the way. Here’s to the next 10! 
#PricingStrategy #10YearAnniversary #BusinessStrategy #ThePricingGuys

Episode 5: Will Poppi Lose Its Fizz Under Pepsi?

In this episode of The Pricing Guys, Michael and Avy discuss ‪‬Pepsi’s nearly $2 billion acquisition of Poppi‪, a gut-health soda brand.
They explore why large corporations often struggle to innovate internally despite vast resources, leading them to acquire smaller, trend-setting brands. The conversation highlights how big companies frequently dilute the essence of these brands by altering marketing, expanding product lines too aggressively, and mismanaging pricing.
Will Poppi thrive under Pepsi, or follow the fate of other acquired brands?
#PricingStrategy #BrandAcquisition #Pepsi #Poppi #MarketingInsights #BusinessStrategy #ConsumerTrends #CorporateTakeovers #BrandGrowth #ThePricingGuys

Episode 4: Pricing Fails, Customer Confusion & The Luigi Wake-Up Call

What happens when the unexpected disrupts your business formula? Luigi Mangione's case has left people questioning everything they thought they knew about expectations and outcomes. With over $300K raised for his legal fees, he's shown that things don’t always go according to the formula we expect. This got us thinking - what can we learn from this situation?
In business, especially pricing, we often rely on formulas and past behaviors to guide our decisions. We invest in strategies that we believe will bring predictable returns, but when the unexpected happens, it disrupts everything. Many businesses follow the "tried and true" method and launch products with the same pricing research, only to see them fail in the market. Why? Because they overlooked shifts in customer expectations.
Tune in as we break down how the pricing formula isn’t always foolproof, why we need to stay agile, and how to better align your business strategy with what customers truly value.
#ThePricingGuys #RevenueManagementLabs #PricingStrategy #BusinessModels #CustomerValue #PricingInnovation #LuigiMangione

Episode 3: Tariffs Are Here: Who Pays the Price?

Tariffs have arrived, and their impact is already being felt. Retailers are reacting—Target warns of price increases, while Walmart claims they’ll "manage through." But what does that really mean? Will manufacturers take the hit, or will consumers end up paying more?
From avocados and strawberries to broader supply chain shifts, businesses must act fast—but not recklessly. A strategic, thoughtful approach is key. In this episode, we break down the real cost of tariffs, who will bear the burden, and why starting a trade war helps no one.
Tune in to learn how businesses are adapting to these shifts and what you can do to stay ahead!
#ThePricingGuys #RevenueManagementLabs #ThePeanutButterSpread #Tariffs #tradewar #walmart #target #pricingstrategy
 

Episode 2: The AI Dependency: Are We Losing Our Edge?

Is AI Making Us Smarter or Just More Reliant?
In this episode of The Pricing Guys, Michael and Avy take a hard look at AI’s impact on pricing strategies, decision-making, and human expertise. With AI being hailed as the next Industrial Revolution, is it truly delivering? Even top industry leaders are questioning its potential - Microsoft CEO Satya Nadella recently shared his concerns, and Bloomberg recently reported that Apple is facing its own AI challenges.
They explore:
Whether AI has reached its "Excel moment"
The risks of blindly trusting AI-driven pricing strategies
How AI tools are shaping (or diminishing) human expertise
Why gut-checking AI decisions is more crucial than ever
Listen now and decide for yourself—is AI revolutionizing pricing, or is it just another overhyped trend?
🔔 Subscribe for more insights on pricing, strategy, and business!

Episode 1: Will Tariffs Impact My Business?

Welcome to the debut episode of The Pricing Guys!
In this episode, Michael and Avy dive deep into the current buzz around tariffs and the economic implications of the new administration's policies. They explore whether tariffs are a real concern or just a lot of noise and break it all down. The hosts also discuss how companies are reacting—whether they're preparing with multiple business cases or taking a more wait-and-see approach. With insightful commentary on pricing strategies and market resets, this episode is a must-listen for anyone looking to understand the nuances of global trade and pricing adjustments in today’s volatile market.
Tune in to learn how businesses are adapting to these shifts and what you can do to stay ahead!