44. Rethinking value in modern pricing strategy - Karan Sood

In this episode we dive deep into the world of pricing strategy. We unpack the common misconceptions businesses have around pricing, especially the oversimplified idea that all pricing is “value-based” by default. What does value-based pricing really mean, and how does it differ in practice from cost-plus or competitor-based approaches? We explore how professionals decide on a pricing strategy, how flexible it should be in dynamic markets, and whether clients typically understand—or challenge—those decisions. We also talk skills: what does it take to thrive in pricing today? From cross-functional fluency to deep customer empathy, this episode is a crash course in turning price into a strategic weapon. We finally touch on the growing influence of AI in pricing, especially when it comes to automating decisions and identifying hidden patterns in customer behavior. Our guest today is Karan Sood. Our new program "Pricing and Revenue Management Certification" is now available with experts such as Karan Sood, our guest for today's episode. ⁠Find more details here 🚀 ___ ¡Gracias por escuchar Be Finance! Si quieres ponerte en contacto con nosotros o resolver alguna duda, escríbenos a befinance@bfs-ief.com o visita nuestra web ⁠⁠barcelonafinanceschool.com