10 ways to help executives capture value, grow revenue, and increase profits Bad pricing is a massive destroyer of a company's value, revenue, and profits. With ten simple rules, Pricing with Confidence demonstrates how managers can deliver both healthy profit margins and robust revenue growth while kicking the dreaded discounting habit. This book is your road map through the practical implementation of value-based pricing based on the authors' real-world experiences. Demonstrating that a critical source of competitive advantage is an organization's ability to manage and exploit value, Holden and Burton deflate the conventional wisdom that managers must trade margins for revenues. Readers will discover a proven toolkit to drive pricing and business decisions that have enabled dozens of companies to exceed expectations. Pricing with Confidence gives you confidence in pricing and the things you have to do to make pricing work better in your business. Reed K. Holden, PhD, and Mark Burton (Concord, MA) are cofounders of Holden Advisors, a pricing consultancy. Dr. Holden is an Adjunct Associate Professor at Columbia University. Mr. Burton developed and presented the Services Pricing Workshop for the Professional Pricing Society.