The Pricing Sprint: Now available at all major booksellers in the UK and US
Untapped Pricing founder Jenny Millar and Senior Partner Ann Padley have launched a new book with Bloomsbury Publishing.
The Pricing Sprint, released May 2026, draws on years of experience leading Pricing Sprints, training commercial teams, and helping organisations tackle their toughest pricing challenges.
It brings Untapped’s full Pricing Sprint® methodology to a global audience, making it more accessible, scalable, and actionable than ever before.
What is a Pricing Sprint?
A Pricing Sprint is a fast, focused, and evidence-led approach to building a pricing strategy. It brings together cross-functional teams to tackle pricing head-on, combining commercial data, customer insight, and behavioural science in a structured way.
It’s designed to build momentum, helping teams move quickly from uncertainty or disagreement to clarity and confidence. It’s not just a planning exercise. It’s a process that ends with a live, validated, and aligned pricing strategy that teams are ready to roll out.
We’ve seen Pricing Sprints used to solve a wide range of challenges, including:
- Raising prices without damaging customer relationships
- Repositioning a brand through pricing
- Moving away from detrimental discounting habits
- Repackaging offers to boost perceived value
- Aligning internal teams behind a pricing change
- Building internal pricing capabilities
And now, it’s all going into one book.
Why a book and why now?
The Pricing Sprint has always been practical. It was developed and refined through years of working with clients from software scale-ups and B2B service firms to social enterprises and global brands. We’ve worked side-by-side with teams as they made tough pricing decisions.
Over time, we saw the same patterns. The same pain points. The same untapped potential in how teams approach pricing.
“We created the Pricing Sprint to help teams take action with pricing without overcomplicating it. This book is about scaling that approach, so more leaders can build pricing strategies they believe in and implement with confidence.”
Jenny Millar, Founder of Untapped Pricing
This book is for anyone who’s ever felt unsure about their pricing but didn’t know where to start. It’s for leaders who know pricing is important but aren’t confident they’ve got it right. And it’s for teams who want to stop arguing about pricing and start making it work.
By writing it all down, we’re scaling the Pricing Sprint in a new way. We’re putting the methodology in the hands of more teams, leaders, and organisations so they can run their own sprint, build their own pricing strategy, and unlock pricing as a true growth lever.
Why pricing deserves a sprint
Pricing is one of the most powerful levers a business has. It is also, all too often, the least understood and the most neglected.
While teams invest time and resources into sales strategies, marketing plans, product roadmaps, and growth initiatives, pricing decisions are often reactive. They’re made under pressure, based on gut feel, competitive guesses, or legacy models that no longer reflect the value being delivered.
That’s where a Pricing Sprint comes in.
A Pricing Sprint gives pricing the focus it deserves. It creates a structured, time-boxed way to make pricing decisions that are grounded in evidence and aligned with business goals.
Think of it as the commercial equivalent of a product sprint. Just as product teams use sprints to test, learn, and ship faster, leadership teams need a way to experiment, align, and act on pricing opportunities.
Without a structured approach, pricing tends to fall into one of two traps:
- Endless debate: different teams pulling in different directions, delaying decisions
- Knee-jerk changes: rushed price drops or increases without data or alignment
Neither leads to the clear, compelling outcomes leaders hoped for, and both risk eroding confidence both internally and externally.
A Pricing Sprint helps avoid both. It puts pricing at the centre of commercial decision-making. It creates a safe space to test ideas, validate assumptions, and move forward with clarity. It also forces alignment across functions—sales, finance, product, marketing—so pricing decisions are made collaboratively, not in silos.
“Pricing is not just about numbers. It’s about value, perception, and behaviour. The Pricing Sprint brings all three into focus.”
Ann Padley, Senior Partner at Untapped Pricing
In short, pricing deserves a sprint because:
- It’s too important to leave to instinct
- It’s too cross-functional to be solved in isolation
- And it’s too powerful to be left as an afterthought
The Pricing Sprint gives teams a repeatable way to approach pricing with purpose, test ideas quickly, and implement changes that stick.
About the authors
Jenny Millar is the founder of Untapped Pricing. She’s led commercial strategy and pricing transformation for high-growth businesses, global brands, and scaling teams across the UK, Europe and North America.
Ann Padley is a Senior Partner at Untapped Pricing and a specialist in human-centred design and behavioural strategy. She brings years of experience helping teams understand what customers value and how to design pricing strategies that reflect it.
Together, they’ve helped hundreds of organisations tackle their most complex pricing challenges and are now bringing that experience to the bookshelf.
Frequently Asked Questions
Is the Pricing Sprint only for large businesses?
The Pricing Sprint works for businesses of all sizes. We’ve run sprints with startups, social enterprises, and global organisations alike. The structure adapts to your scale, team size, and pricing maturity, whether you’re launching your first offer or managing a complex portfolio across regions.
How long does a Pricing Sprint take?
Most Pricing Sprints run over 4 to 12 weeks, depending on your goals, internal capacity, and complexity. The book will guide you through how to tailor the process, whether you need a fast reset, a deep dive, or something in between.
Do I need a pricing team to run one?
The best sprints are cross-functional. Many businesses we work with don’t have a dedicated pricing team. The Pricing Sprint brings together the right mix of people—usually from sales, marketing, product, and finance—to reflect how pricing decisions are made in real life.
Can we run a Pricing Sprint together?
Yes—we run Pricing Sprints for clients across industries, and we’d love to explore how it could work for you. A Pricing Sprint is a great fit if you’re:
- Planning a price increase, but unsure how to land it
- Struggling to align your team on a clear pricing strategy
- Losing margin to discounting or underpricing
- Launching something new and need to get the pricing right
- Or simply want a clear, structured way to build your pricing strategy
We’ll guide you through the full process from identifying the right pricing challenge to aligning your team and validating a clear way forward. Every sprint is tailored to your business, your customers, and your commercial goals.
To learn more, get in touch here or email us directly at hello@untappedpricing.co.uk.
