The Pricing Guys

"Any pricing strategy is only as effective as your sales or account management team’s ability to execute it." Quick excerpt from interview with John Shulman from Alignor. Full episode: https://open.spotify.com/episode/03ge4jgCTZaM2V9PMcY1IQ?si=ccef6460017146bc   #pricingstrategy #alignment #sales #accountmanagement

A pricing strategy can look great on paper, but it only works if sales and account teams can execute it confidently in the market. In this episode, Avy and Michael speak with John Shulman from Alignor about how to bridge the gap between pricing recommendations and real outcomes with customers. John shares practical tools, cultural considerations, and leadership approaches that help organizations a...

In this episode of The Pricing Guys, Avy and Michael unpack the viral Akagi Nyugyo “price apology” and use it to explore how to communicate price changes well. They break down three lenses every price message should address fairness, value, and negotiation and why Akagi’s company-wide, transparent apology resonated culturally in Japan (and why it’s unlikely in North America).  

In this special Q&A episode of The Pricing Guys, host Jonathan Cristopoulous puts Avy Punwasee and Michael Stanisz from Revenue Management Labs in the hot seat for rapid-fire questions about pricing strategy, psychology, and everyday value. From AppleCare to MBA programs, business-class flights to Salesforce investments, they debate what’s truly worth paying for and what’s not. It’s short, uns...

In this episode of The Pricing Guys, Avy and Michael dig into a simple lesson from Raising Cane’s and why simplicity can be one of the most powerful strategic choices a business makes. What starts as a debate over the best chicken sandwich turns into a deep dive on operational efficiency, product design, and portfolio strategy. They unpack how a single core input can streamline forecasting, streng...

In this episode of The Pricing Guys, Avy and Michael dissect the ultra-low-cost airline model: why some see the model thriving while others see it breaking down. They explore how premium mix (first class, premium economy) subsidizes headline-low fares, what happens when capacity exits and re-enters, and why “being cheapest” won’t hold without tight cost control and a well-defined value proposition...

In this episode of The Pricing Guys, Avy and Michael unpack the myth of blanket price sensitivity across generations.  They dig into how price sensitivity actually shifts by category, why younger buyers hunt discounts on some purchases but pay premiums for convenience, subscriptions, and customization.  Subscribe to the The Pricing Guys Podcast for insights on pricing and revenue management strate...

Season 2 of The Pricing Guys kicks off with a deep dive into discounting — one of the most dangerous pricing tactics. Michael and Avy share stories from B2C and B2B markets, showing how discounts reshape expectations, set risky internal benchmarks, and create cycles that are tough to escape once they start. Discover why value-adds and smarter alternatives beat discounting every time.

Michael and Avy sit down with Tom Gunter in the first guest interview on The Pricing Guys. With more than 35 years in FMCG leadership, Tom explains why common CPG playbooks stall growth and what real leadership requires. In this episode: The “BS” strategies holding CPG back Why pulling resources away from Canada hurts execution How to spot real growth opportunities The risk of mistaking temporary...

Michael and Avy sit down with Tom Gunter in the first guest interview on The Pricing Guys. With more than 35 years in FMCG leadership, Tom explains why common CPG playbooks stall growth and what real leadership requires. In this episode: The “BS” strategies holding CPG back Why pulling resources away from Canada hurts execution How to spot real growth opportunities The risk of mistaking temporary...

Season 2 is here! Join hosts Avy Punwasee and Michael Stanisz, Partners at Revenue Management Labs, as they dive even deeper into the world of pricing strategy and revenue growth. From industry insights and practical frameworks to exclusive interviews with business leaders, Season 2 brings fresh perspectives on how smart pricing can transform profitability and unlock growth. Expect: Informational...

Join Michael and Avy, co-hosts of The Pricing Guys Podcast, as they break down real pricing challenges, industry headlines, and practical strategies to help you protect margin and drive growth. Find The Pricing Guys wherever you get your podcasts.

In this week’s episode of The Pricing Guys, we’re answering a great question from one of our listeners, Dan, about the growing buzz around the “Chief Pricing Officer” role and whether adding a new title is really the key to driving pricing success. Avy and Michael dig into why mindset, alignment, and organizational readiness matter far more than structure alone when it comes to driving pricing suc...

In this episode of The Pricing Guys, Avy and Michael explore why price drops like falling oil costs don’t always make it to the end customer. They dig into the disconnect between supplier pricing and what happens downstream with distributors, resellers, and sales teams. The conversation covers why discounts often fail to drive volume, how internal habits and channel dynamics distort intent, and wh...

In this episode of The Pricing Guys, Avy and Michael dig into McDonald’s recent performance slump and ask the tough question: is it really the economy, or is something deeper going on? They explore whether rising prices at traditional value spots like McDonald’s are pushing customers toward fast casual alternatives, grocery stores, or even doing nothing at all. This episode also looks at how price...

In this episode of The Pricing Guys, Avy and Michael dive into the world of pricing transparency from Airbnb rentals to software contracts. Prompted by a real-life booking experience gone sideways, they unpack the frustration consumers feel when the price you think you’re paying ends up being far from reality. They reflect on how pricing transparency, when done right, can actually be a strategic a...

In this episode of The Pricing Guys, Avy and Michael unpack how tariffs are reshaping forecasting, pricing, and business operations. As some companies abandon forecasting altogether, overwhelmed by scenario fatigue, the conversation shifts to whether that’s a strategic pause or a costly mistake.  They explore what it means to plan around worst-case scenarios, why pricing should be the first lever...

Join us for a fast-paced look back at standout moments from the first 10 episodes of The Pricing Guys podcast. From the real impact of tariffs and AI on pricing to B2B customer dynamics and acquisition breakdowns like Poppy under Pepsi, this highlight reel gives you a quick taste of the conversations shaping today’s pricing world. 💡 Got a topic idea or want to be a guest? Visit https://revenueml....

In this episode of The Pricing Guys, Avy and Michael draw powerful pricing insights from the world of sports contracts, specifically mega-deals like Shohei Ohtani’s. They explore how concepts like anchoring, deferred value, and portfolio thinking show up in both B2B pricing and professional sports. Through parallels between franchise players and marquee customers, they discuss: Why the headline pr...

Continuing the conversation from their previous episode, Avy and Michael shift the focus from structure to people, unpacking the personalities that shape today’s pricing teams. Drawing from over 15 years of experience across industries, they break down the common leader types they’ve encountered: the hyper-analytical deep diver, the buzzword-hyping visionary, the well-liked but indecisive order ta...

In this heated episode of The Pricing Guys, Michael and Avy go toe-to-toe on one of the most debated questions in pricing: Where should the pricing function sit? They explore how organizational maturity, leadership style, and internal dynamics all play a role in shaping effective pricing teams. Whether you're in a startup or a global enterprise, this episode will help you rethink how your pricing...

In this episode, Avy and Michael explore the rise and fall of 23andMe, the DNA testing giant that soared to a $6B valuation before veering toward bankruptcy. They break down what went wrong, including: - A gimmicky value proposition with limited long-term appeal - The shaky logic of subscriptions for a non-recurring service - The ethical grey zone of monetizing personal health data It’s a cautiona...

In this special anniversary episode of The Pricing Guys, Michael and Avy reflect on 10 years of Revenue Management Labs. They dig into the early days of the company (including some hilariously bad slide decks), what’s changed over time, and what’s stayed constant like the commitment to real insights, even if the delivery wasn't always polished. Whether you're a pricing professional, consultant, or...

In this episode of The Pricing Guys, Michael and Avy discuss ‪‬Pepsi’s nearly $2 billion acquisition of Poppi ‪ , a gut-health soda brand. They explore why large corporations often struggle to innovate internally despite vast resources, leading them to acquire smaller, trend-setting brands. The conversation highlights how big companies frequently dilute the essence of these brands by altering mark...

What happens when the unexpected disrupts your business formula? Luigi Mangione's case has left people questioning everything they thought they knew about expectations and outcomes. With over $300K raised for his legal fees, he's shown that things don’t always go according to the formula we expect. This got us thinking - what can we learn from this situation? In business, especially pricing, we of...