Getting your pricing strategy right is the difference between sustainable growth, investing in product development, and happy, engaged customers and stakeholders.

In this video David Falzani MBE breaks down a critical but often misunderstood business topic: pricing strategy. Rather than treating price as a number derived from costs or competitors, he explains why price should reflect the value you deliver - and how setting the right price can be one of the most powerful tools for business growth.

Drawing on insights from his award-winning book Double Your Price: The Strategy and Tactics of Smart Pricing, Falzani challenges common assumptions about cost-plus pricing and under-pricing, explores the psychology behind customer perceptions of value, and offers practical advice for entrepreneurs and business leaders aiming to boost profits without eroding customer trust or loyalty.