Charge More

In boardrooms across the world, executives stake their fortunes on a single, elegant equation: Price Elasticity of Demand. They believe this mathematical formula, born from nineteenth-century agricultural markets, holds the key to predicting consumer behavior with absolute certainty.But this belief is an illusion. As the disastrous launch of New Coke in 1985 proved, treating customers like rational calculators and products like simple commodities is a recipe for failure. Companies fall prey to the "Elasticity Illusion," trusting spreadsheets over common sense and destroying profitable brands in the process.Charge More dismantles this foundational myth of modern business. Through a gripping investigation of real-world events-from the "Marmitegate" panic that sent sales soaring after a price hike, to the theme park that nearly went bankrupt by discounting too much-this book reveals why the psychology of pricing is far more powerful than the math. It exposes how price itself changes the product, the customer, and the entire market.This unflinching analysis provides a new framework for pricing, showing leaders how to stop undervaluing their work and start charging what they are truly worth. Discover the art of the unapologetic price increase and transform the financial foundation of your business.