Pricing

Feb 15 2026

Why Margins Keep Shrinking Even When Business is Growing

By Michael Lynch Business Strategy & Positioning, Pricing & Revenue Growth

McKinsey's 2023 pricing study found that a 1% improvement in price realisation — simply holding your pricing a fraction more firmly — generated 8-11% improvements in operating profit for the average company. No new clients. No new products. No operational changes. Just better pricing outcomes on the work already being…

Jul 14 2025

When Premium Pricing Stops Requiring Justification

By Michael Lynch Pricing & Revenue Growth, Business Strategy & Positioning, Influence & Consumer Psychology

When Premium Pricing Stops Requiring Justification HP Field Notes | Highly Persuasive Two industrial automation consultancies competed for a $280K implementation project. The first firm presented comprehensive technical specifications, detailed methodology documentation, and competitive pricing positioned 12% below market rate. Their proposal ran 47 pages covering every deliverable, timeline, and…

Apr 26 2025

Why Loyalty Belongs to the Brands You Can Defend Out Loud

By Michael Lynch Influence & Consumer Psychology, Branding & Identity, Business Strategy & Positioning

Why Loyalty Belongs to the Brands You Can Defend Out Loud HP DemandSignals™ | Highly Persuasive There is a moment in most B2B relationships — usually around six to twelve months in — when the nature of the client's commitment changes. At the beginning, the relationship is provisional. The client…

Apr 09 2025

The Loyalty Architecture Problem Most Boutique Hotels Never Solve

By Michael Lynch Pricing & Revenue Growth, Luxury & Hospitality Marketing, Marketing Strategy & Growth

The Loyalty Architecture Problem Most Boutique Hotels Never Solve If your ten best guests from last year each booked twice this year, what would that do to your revenue? Most boutique hotel operators cannot answer this question because they do not know who their ten best guests are. They have…