Скачать или смотреть CFO 4.0 Podcast | 258.Pricing Without Guesswork: Using Behavioural Economics to Drive Decisions

In this episode of CFO 4.0, Hannah Munro is joined by Etinosa Agbonlahor, CEO of Decision Alpha, to break down why pricing causes so much anxiety and how finance leaders can take control of it in a structured, evidence-based way.

Together, they explore how behavioural economics, customer insight, and disciplined iteration can turn pricing from a reactive afterthought into a strategic advantage.

In this episode, they cover

Why pricing is the keystone of the business and what goes wrong when it is ignored
The warning signs that your pricing strategy is misaligned with value
Common pricing mistakes, including over-reliance on competitors
How to research willingness to pay using both qualitative and quantitative methods
Applying behavioural economics to frame prices, guide choices, and improve conversion
Why pricing should be reviewed and refined regularly, not set and forgotten