Gary and Kim sit down with CMG colleague Ray Taylor to explore why pricing is more than a number. They discuss how price signals value, builds trust, and shapes customer behavior in both consumer and business markets. Ray breaks down the key elements of pricing signals and shares how organizations can diagnose what their pricing communicates today, redesign offers to reflect real value, and avoid common pitfalls. With practical examples and clear guidance, this conversation shows how smart pricing can unlock growth and strengthen customer relationships.
