• John Kador

Pricing with Confidence

Pricing with Confidence: 10 Rules to Stop Leaving Money on the Table by Reed Holden and Mark Burton



I was honored to be a writing partner for Dr. Reed Holden and Mark Burton for Pricing with Confidence, published by John Wiley in 2008.


Bad pricing is a massive destroyer of value revenue and profits. In ten steps, Pricing with Confidence demonstrates how managers can deliver both healthy profit margins and robust revenue growth while kicking the dreaded discounting habit.  This book is your roadmap through the practical implementation of value-based pricing based on the authors’ real-world experiences.  Demonstrating that a critical source of competitive advantage is an organization’s ability to manage and exploit value, Holden and Burton deflate the conventional wisdom that managers must trade margins for revenues.


Dr. Reed K. Holden and Mark Burton are change agents for pricing management and co-founders of Holden Advisors, a consultancy focused on linking customer value to pricing by integrating marketing, sales, and operational strategies.  Drawing from their combined 35 years of business-to-business marketing experience, Holden and Burton focuses their expertise in working with businesses to drive  rational value-based pricing strategies across the corporate value chain.  Dr. Holden is an Adjunct Associate Professor at Columbia University.  Mr. Burton developed and presented the Services Pricing Workshop for the Professional Pricing Society’s Certified Pricing Professional Program.

Drawing from their combined 35 years of business-to-business marketing experience, Holden and Burton focuses their expertise in working with businesses  to drive  rational value-based pricing strategies across the corporate value chain.  Dr. Holden is an Adjunct Associate Professor at Columbia University.  Mr. Burton developed and presented the Services Pricing Workshop for the Professional Pricing Society’s Certified Pricing Professional Program.

More resources

Test Your Pricing Quotient. Take the Pricing Quiz and Find Out

Visit the book’s Web Site

The Ten Rules?