How do businesses decide what to charge? In this episode, we explore the art and science of pricing strategy. From cost-based and value-based pricing to competitive approaches, we break down the methods companies use to set prices that resonate with customers and drive results. We also look at the key factors that shape pricing decisions—like market dynamics, customer perceptions, and the product life cycle—along with the legal and ethical boundaries marketers need to navigate. Whether you're launching a new product or refining your strategy, this episode offers a clear guide to pricing with purpose.