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.
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Download The Pricing Sprint bonus content to get the tools you need to set up and start your first Pricing Sprint® quickly and confidently.
You’ll have the tools to answer key questions, like:
✔ Where are we now?
Get a clear, honest view of how your current pricing is really working.
✔ Where are we going?
Get clarity on what you want pricing to achieve in your business.
✔ How do we get started?
Identify the right kind of sprint for you and your team.
✔ Where to next?
Map the key milestones to guide your Pricing Sprint.
Complete the form and get started on your first Pricing Sprint®.
"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
"You’ll never look at your product, your customers, or your growth strategy the same way again."
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
A practical guide to unlocking profit through better pricing
Pricing sits at the intersection of money, value, and human behaviour. That’s exactly why so many teams avoid it. It feels risky, political, and uncertain. The result? Margin left on the table and pricing becomes reactive rather than strategic.
The Pricing Sprint is your practical guide to changing that. It gives you the structure, evidence, and momentum to turn pricing into a deliberate, repeatable growth lever.
Or, download bonus content here
Meet the Authors
Jenny Millar
Founder & CEO
Untapped Pricing
Jenny 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
Senior Partner
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.
Run a Pricing Sprint® with the authors
If The Pricing Sprint has sparked big questions about the role of pricing or surfaced untapped opportunities in your business, you don’t have to navigate it alone.
Even the most capable teams can get stuck in internal debate, default to old habits, or hesitate when the stakes feel high. That’s where working with experienced pricing consultants like Untapped Pricing can change the dynamic.
When you run the Pricing Sprint® with us, you gain an external perspective, guided support, and direct access to the latest framework, shaped by emerging industry trends.
Trusted by leadership teams and investors worldwide
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 powerful stories 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
“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
‘Sprints help teams solve big problems fast and run rapid experiments, so this book is super exciting—because pricing is one of the toughest decisions in business.’
Jake Knapp, Author of Sprint, Make Time, and Click
‘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