#CLASSIC Value-based Pricing: How to Get Started and How to Succeed with Stephan Liozu

<p><strong>Stephan Liozu</strong> is the Founder of <a href= "http://www.valueinnoruption.com/">Value Innoruption Advisors</a>, a boutique consulting firm specializing in disruptive approaches in value, pricing, and strategic management.  He helps leaders in organizations that want to get started in pricing by conducting assessments and building road maps. </p> <p>In this episode, learn all about value pricing and how to use the right pricing toolbox to come up with a price based on how much a customer believes a product is worth.  </p> <p> </p> <p><strong>Why you have to check out today’s podcast:</strong></p> <ul> <li>Discover why value-based pricing is the most neglected step in understanding price </li> <li>Learn how to communicate product value in value conversations with customers before products are made for better pricing </li> <li>Find out the importance of having a pricing strategy to determine a product’s value </li> </ul> <p> </p> <p align="center"><strong>“Critical problems are around value. Pricing comes later.”</strong></p> <p align="center">– <em>Stephan Liozu</em></p> <p> </p> <p><strong>Topics Covered:</strong></p> <p>01:01 - How Stephan got into Pricing: <strong>having been named ACP deployment officer for Owens Corning Europe taking care of the pricing module in SAP</strong> </p> <p>02:37 - The role of a chief value officer: <strong>Being the chief conductor of all the value and pricing activity in an organization</strong>.  </p> <p>05:50 - The whole <strong>process of measuring value, creating, and capturing it</strong> using the dollarization methodology </p> <p>07:39 - Going through <strong>value creation</strong>: looking at the customer problem, do a better job of understanding the customer problem, uncovering it through market research, insights, and ethnographic research </p> <p>09:14 - ‘99% of businesses <strong>are there to create value, oftentimes they don't know what value really means.’</strong> Stephan's thoughts on it. </p> <p>13:40 - <strong>Conversations put your customers at e