The Pricing Guys

S2E3 - Are Gen Z Really Price Sensitive?

In this episode of The Pricing Guys, Avy and Michael unpack the myth of blanket price sensitivity across generations. 
They dig into how price sensitivity actually shifts by category, why younger buyers hunt discounts on some purchases but pay premiums for convenience, subscriptions, and customization. 
Subscribe to the The Pricing Guys Podcast for insights on pricing and revenue management strategies. 
 
Additional Resources:
- 2025 Tariff Pricing Guide - https://revenueml.com/insights/articles/2025_guide_to_tariff_pricing
- 2025 Pricing Scorecard - https://revenueml.com/insights/articles/2025-executive-pricing-survey-scorecard
- Website: revenueml.com
- LinkedIn: https://www.linkedin.com/company/revenue-management-labs/
 

S2E2 - Breaking Free from the Discount Trap

Season 2 of The Pricing Guys kicks off with a deep dive into discounting — one of the most dangerous pricing tactics. Michael and Avy share stories from B2C and B2B markets, showing how discounts reshape expectations, set risky internal benchmarks, and create cycles that are tough to escape once they start. Discover why value-adds and smarter alternatives beat discounting every time.

S2E1 - Tom Gunter Interview: The Flawed Thinking Behind CPG Strategy

Michael and Avy sit down with Tom Gunter in the first guest interview on The Pricing Guys. With more than 35 years in FMCG leadership, Tom explains why common CPG playbooks stall growth and what real leadership requires.
In this episode:
The “BS” strategies holding CPG back
Why pulling resources away from Canada hurts execution
How to spot real growth opportunities
The risk of mistaking temporary spikes for long-term trends
Smart places to invest in 2025, plus easy cuts
Backed by senior roles at ConAgra Foods, PepsiCo/Frito-Lay, Molson Coors, and Fiera Foods across a 35-year career, Tom offers a wealth of practical knowledge you can use now.

S2E1 - Tom Gunter Interview: The Flawed Thinking Behind CPG Strategy

Michael and Avy sit down with Tom Gunter in the first guest interview on The Pricing Guys. With more than 35 years in FMCG leadership, Tom explains why common CPG playbooks stall growth and what real leadership requires.
In this episode:
The “BS” strategies holding CPG back
Why pulling resources away from Canada hurts execution
How to spot real growth opportunities
The risk of mistaking temporary spikes for long-term trends
Smart places to invest in 2025, plus easy cuts
Backed by senior roles at ConAgra Foods, PepsiCo/Frito-Lay, Molson Coors, and Fiera Foods across a 35-year career, Tom offers a wealth of practical knowledge you can use now.

The Pricing Guys Podcast – Season 2 Is Here

Season 2 is here!
Join hosts Avy Punwasee and Michael Stanisz, Partners at Revenue Management Labs, as they dive even deeper into the world of pricing strategy and revenue growth. From industry insights and practical frameworks to exclusive interviews with business leaders, Season 2 brings fresh perspectives on how smart pricing can transform profitability and unlock growth.
Expect:
Informational deep dives on pricing fundamentals
Trending topics and hot takes on market shifts
Interviews with executives and thought leaders
Actionable advice you can bring back to your business
Whatever industry you are working in, The Pricing Guys Podcast will challenge how you think about pricing and inspire you to make smarter, data-driven decisions.
Follow us for more insights:
LinkedIn: https://www.linkedin.com/company/revenue-management-labs
Website: https://revenueml.com

Welcome to The Pricing Guys Podcast

Join Michael and Avy, co-hosts of The Pricing Guys Podcast, as they break down real pricing challenges, industry headlines, and practical strategies to help you protect margin and drive growth. Find The Pricing Guys wherever you get your podcasts.

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.