Pricing in the headlines: Untapped’s expert round-up
Over the past few months, the team at Untapped Pricing has contributed to conversations across global publications and podcasts, covering topics from boardroom strategy to behavioural pricing.
We are so excited to see pricing making its way into publications from Forbes to Fast Company, because as pricing consultants, we’ve seen businesses leave millions on the table through inaction. We’ve also seen them unlock millions by experimenting and thinking strategically about price.
Today, increasing costs are putting margins under pressure, and the rise of AI is reshaping how value is delivered. While leadership teams are rightly focused on delivering this year’s revenue targets, there is often little space to step back and examine the impacts of the strategy being used to achieve them. Are we protecting margins or quietly eroding them? Are we strengthening trust in the brand or fracturing it? Are our decisions reinforcing our market positioning or undermining it
These questions sit at the heart of our forthcoming book, The Pricing Sprint: 12 Steps to Unlock the Power of Pricing (Bloomsbury, May 2026), where we introduce a practical framework for making pricing strategy deliberate, structured and repeatable.
In this article, you’ll find a curated round-up of articles, interviews, and expert perspectives shaping today’s pricing conversation and offering a glimpse into the ideas behind The Pricing Sprint®.
If you’d like to work with Untapped’s pricing experts to turn pricing into a growth lever: Book a call or email us at hello@untappedpricing.co.uk.
The Pricing Sprint
Your practical, step-by-step guide for turning pricing into a strategic advantage.
Pricing strategy as a growth lever
In Fast Company, we explore a reality widely recognised by leadership teams: when pressure builds to hit targets, pricing decisions often become reactive. Blanket price increases and last-minute discounting may solve the problem in the moment, but they rarely strengthen long-term growth.
That’s why we introduced “The 6 Ps of Pricing Strategy.”
Inspired by the classic 4 Ps of marketing, the model offers leaders a structured way to think about pricing across six dimensions: positioning, perception, packaging, presentation, price point, and promotion. Together, these levers help teams align price with value, shape how customers perceive that value, and protect both margin and market position.
Use these six levers with your team. Read the article, then assess each lever and decide where a small shift could have the biggest impact.
Entrepreneur: Designing transparent pricing journeys
In Entrepreneur, we look at what happens when pricing decisions that make sense internally end up confusing your customers. Even when the price itself is seen as fair, it can fail when:
- Customers can’t understand prices quickly.
- Value isn’t clearly articulated.
- Options create confusion rather than clarity.
“Designing Transparent Pricing Journeys” serves as a reminder that pricing is more than just a number. Clear packaging, thoughtful presentation, and well-structured choices help customers recognise value, make confident decisions, and trust the company has their best interests at heart.
Drawing on behavioural science and years of experience running live Pricing Sprints®, we share how to:
- Reduce cognitive overload.
- Use structure and signposting to guide decisions.
- Make pricing easier to say “yes” to.
Read the article and then review your own pricing journey from the customer’s perspective. Where might confusion or friction be undermining trust?
Observer: Increasing revenue without increasing price
In Observer, we explore what happens when prices feel close to the limit of what customers will tolerate. What do you do when raising prices no longer feels practical without risking resistance from customers?
The article “Why Pricing Needs a Behavioral Reset in an Era of Rising Costs” shows how businesses can unlock revenue without raising prices. It focuses on four behavioural levers:
- Price anchoring
What customers see before the price shapes how they interpret it. Setting a higher reference point can make the actual price feel more reasonable. - Choice architecture
The way options are structured influences the decisions customers make. Well-designed tiers or bundles can guide customers toward higher-value choices. - Choice overload
Showing too many options can slow decisions or push customers away entirely. Simplifying choices often improves both conversion and revenue. - Price testing
Small experiments can reveal how customers respond to different price presentations. Start small, learn quickly, and scale what works.
Read the article, then review how your pricing is experienced by customers. What small changes in how prices are presented can unlock value without raising price?
Forbes: Leadership Lessons from Fairy Tales
The Forbes article, “Once Upon A Boardroom”, reminds us that leadership lessons can come from even the most unexpected places.
Untapped’s fairy tale lesson: Help customers find the option that feels “just right”.
In Goldilocks and the Three Bears, Goldilocks tests three bowls of porridge, three chairs, and three beds, each time looking for the one that feels “just right”. As it turns out, she wasn’t just hungry and tired; she was conducting a masterclass in human psychology.
The Goldilocks Effect is used in behavioural psychology to explain the human tendency to avoid extremes in favour of choosing options that are “just right.” We see this instinct play out every day in how customers make purchasing decisions.
For example, when customers are presented with three options, they tend to avoid the extremes and choose the middle one. The cheapest raises questions about quality and the most expensive feels excessive, but the middle option? It feels just right.
For leaders, this is a reminder that getting your pricing right isn’t only about the price tag. It’s about designing choices in a way that helps customers find the option that is ‘just right’ for them.
Digital pricing under regulatory scrutiny
In FMCG CEO magazine, “Why Boards Must Take Charge of Digital Pricing Practices” highlights growing scrutiny of how companies set prices in digital environments.
We dig into:
- The digital pricing and promotion practices that now attracting CMA scrutiny
- Why tactics like drip pricing, fake scarcity and hidden fees erode trust faster than they protect margin
- How fragmented ownership of pricing decisions creates unintended compliance and reputational risk
- What effective board-level governance of digital pricing looks like in practice
As pricing becomes more automated, boards must take an active role in overseeing how pricing decisions are made and ensuring those practices stand up to regulatory and reputational scrutiny.
More in the media
Newstalk Radio: Breakfast Business
Untapped Founder and CEO Jenny Millar discusses pricing strategy and how businesses can unlock growth through smarter pricing decisions.
Great British Speakers
Jenny Millar was named among the Top 10 Sales Speakers, recognised for her work helping leaders rethink value, psychology, and pricing in sales conversations.
CFO Connect
The Untapped team shares a practical roadmap for finance leaders to reset pricing discipline, increase ARPU, and protect gross margins.
Implicit: Value Builders Series
Jenny Millar shares how businesses can approach pricing more strategically to unlock growth and protect margin.
Pricing rarely makes the headlines unless something has gone terribly wrong: An unfashionable price hike, a hidden fee outrage, a regulatory mistake.
That’s why it’s encouraging to see pricing showing up as a strategic capability that shapes growth, trust, and market positioning.
The conversations we are starting reflect real challenges and real solutions we see daily in our work with growing businesses. At Untapped Pricing, we believe that when businesses approach pricing deliberately – testing ideas, understanding customer behaviour, and aligning price with value – they unlock opportunities that were previously hiding in plain sight.
Ready to put the ideas into practice?
Contact us to run a Pricing Sprint® with your team and start unlocking the value in your business.
The Pricing Sprint
Your practical, step-by-step guide for turning pricing into a strategic advantage.
