E85 | Pricing is a Function (Summer Series)

The Evolution Partners · Jan 18, 2026 · 29m

Many leaders avoid pricing decisions due to fear of losing volume, yet pricing has the greatest impact on profitability. Andres Zylberberg, Richard Peake and I continue our summer series on why pricing must be treated as a core business function rather than an ad hoc reaction when profits decline. A critical factor is pricing elasticity: different products and services respond differently to price changes, and profit often sits in low-elasticity areas where prices can increase with minimal volume loss. Structured pricing systems, clear guardrails, regular review cadences, and defined…