Experts on Pricing say:
“Lowering prices is easy. Being able to afford to lower prices is hard.” — Jeff Bezos
“Pricing is the only element in the marketing mix that produces revenue; the other elements produce costs.” — Phillip Kotler
“The reason it seems that price is all your customers care about is that you haven’t given them anything else to care about.” — Seth Godin

And the expert from up above showed me this: Today is the time to Learn.

Today, Feb. 5, Monday is a milestone because of multiple firsts and the 3 strikes.

This is the first public webinar for me and Transforme, on our mission to move, touch and inspire 1 million Filipinos to create the possibility that the Philippines will be where every good is possible for everyone. This is the first time i attempted to do a public hybrid webinar – I had 4 clients with me in the same room while there were around 11 attendees on zoom. This is also the first time I used Xperto, as my registration partner, as it allowed me to transform an idea made on Friday to a reality only 3 days later, Monday

Then, I was reminded that the best plans are tested by the universe. Murphy’s law struck down this perfect plan with the perfect storm.

I got 3 strikes in succession.

My first intended venue for the hybrid webinar was Ateneo Graduate School of Business campus where wifi was strong and surroundings were quiet in a dedicated room. To my surprise, this was the Ateneo President’s day and school was closed. The 2nd strike was when I set up in Amorsolo rockwell lobby to do the zoom and within 30 minutes, we were asked to move to another location since the webinar was so loud in what should be a quiet public place. The 3rd strike was when our 3rd location, also in Amorsolo condominium, had unusually slow internet. This is when I decided that the best way forward was to record the webinar in lieu of doing it live.

And so this is it… I am completing the webinar segments and i should be finished before this milestone day ends. But to deliver on a promise made earlier, I am sharing this work-in-progress series of recorded parts of the webinar. It will be a total of at least 3 hours long which means that a series of videos will be posted below.

This reaction video on 2 “restaurant” commercials are a good start to demistify pricing.

This 2nd reaction video contains 3 different scenarios on pricing.

There are many standard management textbooks on Pricing Strategy. What makes this particular webinar unique is that it is simplified and integrated by the ZYX Thinking model that I developed. The explanation of this model is in this 10 minute Youtube Video: