The Pricing Sprint
12 Steps to Unlock the Power of Pricing
The practical, step-by-step guide every business leader needs to turn pricing from a reactive struggle into a strategic advantage.
Available May 2026 • £25.00
Also available on in the US
Pricing doesn’t have to be a guessing game
Have you ever felt that your business is leaving money on the table? Discounting under pressure, hesitant to raise prices, or struggling to articulate your value?
If so, you’re not alone.
Jenny Millar and Ann Padley have seen companies lose out on millions. Not because their product is wrong or their costs are too high, but because they’ve misjudged something far more complex: what people value.
In 12 actionable steps, The Pricing Sprint transforms pricing from a ‘guessing game’ and a ‘black box’ into a collaborative and inspiring conversation about value and growth; it fuels a repeatable, evidence-driven process to design, test, and optimise pricing.
Packed with practical tools and case studies, you’ll discover a new approach to pricing that’s as grounded in human behaviour as it is in commercial insight. The result? Pricing strategies that are customer-focused, market-aligned, and designed for growth – and a team that is engaged and ready to implement them.
This is more than a book on pricing. It’s a masterclass in shaping a sustainable commercial strategy that aligns with your values, builds customer loyalty and delivers exceptional business results.
"Price is never just a number; it is a story, a signal, a feeling. This book delivers a fabulously practical guide to navigating that discrepancy and turning value into growth."
Rory Sutherland
Vice Chairman, Ogilvy Group
The power of a Pricing Sprint
Transform pricing into your most powerful growth lever
In 12 actionable steps, The Pricing Sprint gives you a clear, structured framework to test, refine, and communicate pricing with confidence—so you can take control of your revenue, outpace the competition, and unlock untapped growth.
Whether you’re an ambitious founder, a seasoned executive, or a pricing skeptic, this book will shift the way you think about pricing—from a necessary task to a tool that fuels your success.
Start pricing for growth
Without a structured approach, businesses risk underpricing, losing margin, or alienating customers with poorly communicated price changes. The Pricing Sprint helps you sidestep these pitfalls, build internal pricing confidence, and create a strategy that fuels long-term success.
Boost profit margins
Leaders who align pricing with customer value can optimise revenue streams and drive sustainable profitability.
Enhance market responsiveness
Adapt quickly to competitive shifts and market pressures, maintaining a strategic edge.
Strengthen commercial strategy
Create stronger, more resilient organisations by treating pricing as a strategic lever that shapes brand, product, sales and marketing decisions.
Build a business customers love
Build pricing and products that feel intuitive, fair, and aligned with customer needs, creating stronger, more customer-centric businesses.
About the Authors
Jenny Millar
Founder & Pricing Specialist
Untapped Pricing
Jenny Millar is the Founder of Untapped Pricing—an award-winning pricing strategy consultancy that has helped 1000s of organisations across the UK, Europe and the US optimise pricing. She also lectures at Warwick Business School and London School of Economics. Before founding Untapped, she worked with eBay for 10 years where she was responsible for pricing across 11 European markets.
She is a regular guest on leading business podcasts and a regular speaker at industry events and forums tailored to thriving communities of start-up founders, small business owners and seasoned executives.
Ann Padley
Sr. Partner & Design Specialist
Untapped Pricing
Ann works on the Human-Centred design side of pricing – focusing on connecting pricing and growth strategies with customer value. Her diverse career has spanned both sides of the Atlantic and across a range of industries from not-for-profit to Fortune 100.
Before joining Untapped, she was part of the team that launched the Centre for Innovation and Entrepreneurship at the University of Bristol where she won National team awards such as the Collaborative Award for Teaching Excellence (CATE) through Advance HE and the Higher Education Team Enterprise Award as part of the National Enterprise Education Awards.
We’ve boosted pricing confidence in these organisations
Brought to you by Untapped Pricing
Untapped Pricing is the proud sponsor of The Pricing Sprint. The book provides a never-before-seen look at Untapped’s unique and award-winning methodology that draws upon practices from design thinking, psychology, behavioural science, data analytics, and commercial strategy.
The Pricing Sprint introduces a practical toolkit and case studies to demystify pricing, offering a refreshing view of this powerful yet approachable lever. The methodology has propelled 1000s of organisations across the UK, Europe, and the US to optimise pricing and drive sustainable growth.
Work with Untapped Pricing to turn pricing into your strategic advantage.
Praise for The Pricing Sprint
“This book exposes the ultimate uncomfortable truth: most teams leave money on the table because they fear pricing. The Pricing Sprint gives you the courage – and the framework – to embrace it as a growth lever.”
Lamia Pardo, CMO, MoneyGram
“Finally – a pricing book written for real operators. Practical, actionable and grounded in the realities of running a business.”
Jody Ford, CEO, Trainline
“The Pricing Sprint is a clear-eyed guide to one of the murkiest parts of building a business: how to capture some fraction of the value you’re creating in the form of price.”
Frances Frei & Anne Morriss, Harvard Business School and Thinkers 50
“Essential reading for any leader looking to turn pricing uncertainty into a strategic advantage. A practical, evidence-based way to rapidly unlock results and build a resilient pricing muscle.”
Rafael Orta, CEO, Capture One
‘Most pricing books either get lost in theory or reduce pricing to tactics. The Pricing Sprint avoids both traps. It offers a clear, structured, and refreshingly human way of tackling pricing — grounded in real decisions teams face, not abstract models.’
Maciej Kraus, Partner at Movens Capital and Pricing Lecturer at Stanford University
‘This book short-circuits years of costly guesswork and materially accelerates growth.’
Alexander von Schirmeister, former Managing Director, Xero
‘A timely, practically packed bible for thinking about pricing and value systematically – and differently. It’s relevant for a large corporate all the way to a solopreneur. The benefits flow directly to your bottom line.’
Sharath Jeevan OBE, author of Intrinsic and Inflection
‘This is gold. An utterly comprehensive and practical guide to the most challenging and high-stakes process in launching a new product or service. Establishing the value of what you’re offering is a make-or-break moment and this book offers clear steps and nuanced insights into just how to get this right.’
Dave Jarman, Associate Professor in Innovation and Entrepreneurship, University of Bristol
‘The Pricing Sprint gives founders and leadership teams a way to break out of the fear and the guesswork. It shows them how to uncover what customers really value, how to validate decisions before committing to them, and how to involve their whole organization in a process that builds confidence from the inside out.’
Polly Dhaliwal, COO, Enterprise Nation
‘The authors turn pricing into a hands-on design practice that uses research, prototyping, and iteration to create prices customers understand and value. This book is ideal for product, marketing, and service teams who want a practical guide to designing better prices.’
Marc Stickdorn, author of This is Service Design Thinking, and This is Service Design Doing
‘Understanding how customers perceive value is an art that few truly master. This framework gives leaders like us a structured way to uncover that value and unlock the underlying growth potential.’
Adrien Salvat, CEO, Webinterpret
‘The Pricing Sprint gives leaders in global, multi-segment businesses a practical framework to align teams, navigate legacy constraints, and make confident pricing decisions that actually stick.’
Tilda Molho, Digital & eCommerce Growth Leader, former Sky & eBay
‘The Pricing Sprint is a step-by-step guide that shows how to engage a team, gather evidence, make changes, and understand your positioning in the market. It provides an easy to follow blueprint – not just for a one-off pricing discussion, but for regular check-ins to ensure business objectives are being met and everyone is a part of the process. A must read for anyone in business.’
Rhea Freeman, business coach and mentor, author of You’ve Got This
‘The Pricing Sprint is a refreshing contribution to the field. It’s a highly practical, down-to-earth look at what pricing really means, and how to make it work for your business.’
Dr Eve Poole OBE, author of Leadersmithing
‘Finally, a clear and practical guide to the most overlooked lever in business success: pricing. This book shows exactly how to get it right.’
Murray Lambell, CCO, Gousto
‘A confident business knows how to talk about price. This book helps you lead those conversations with clarity and conviction.’
Debbie Wosskow OBE, Chair, Invest in Women Taskforce; non-executive Director, Channel 4
‘The Pricing Sprint helps teams move from opinion to insight and from debate to confident action. It’s a thoughtful and genuinely useful guide for leaders who want pricing to work harder, without creating unnecessary disruption.’
Christoph Homann, CCO, Superstruct Entertainment
‘A jam-packed how-to of pricing, combining insight on behavioural psychology, economics, research, testing, design and customer communication.’
Richard Ambrose, CEO, Wealthify
‘A must-read for any leader who wants pricing to drive growth. It’s practical, insightful, and immediately actionable.’
Servaes Tholan, former CFO at Upwork and eBay North America
‘The Pricing Sprint is the definitive guide to unlocking revenue through smarter pricing. If you are ready to stop guessing and start growing, this book is a game-changer.’
Maren Kunfermann, former CMO, ifolor
‘This book gives you the ultimate pricing superpower! It is your not-so-secret weapon for driving customer growth for your organization. Whether you dip into it or read the whole manual end-to-end, it’s your guide to becoming the pricing champion for your company.’
Nick Viney, CEO, Global App Testing
‘By providing concrete guidance on how to build and embed pricing capabilities within an organization, the book becomes not just a strategic resource but also a practical toolkit for long-term impact.’
Virpi Kaartti, PhD, Head of the Service Innovation and Design MBA, Laurea University of Applied Sciences
‘Pricing is one of those “dreaded topics” for most business owners, so we often avoid it. The Pricing Sprint demonstrates not only the power of pricing but how to get pricing right, with a simple step-by-step approach that takes the mystery and confusion out of it. By the end of this book, you’ll know what a difference pricing can make, and how to start making it work for you.’
Ameesha Green, Founder & Director of Editorial, The Book Shelf
‘Too many leaders default to cost-plus pricing. This book shows that it is also a discipline grounded in empathy and experimentation and will completely change how you see pricing.’
Kaija Koivusalo, Senior Lecturer in Accounting at Laurea University of Applied Sciences