You encounter Good-Better-Best strategies in your everyday life. Which credit card, car wash, or cable subscription option do you choose: Good, Better, or Best? In this win-win strategy, customers choose the price that is right for them while companies benefit from higher profits and growth. “Best” profits from high-end customers who are willing to pay a premium, while “Good” generates growth by attracting price-sensitive customers. Rafi’s speech highlights the profit upside and psychological benefits from using Good-Better-Best. Your audience will leave this talk enthused and ready to implement Good-Better-Best at their organization.

Companies incorporate a variety of principles into their culture such as overall mission, excellence, how to treat colleagues, and customer pledges. But surprisingly, most companies drop the ball on emphasizing one of their most important goals: “we need to make profit.” Rafi highlights the key principles and steps necessary to create a culture focused on profiting from the value of your products and services.

How confident are you that your organization’s pricing strategy generates the highest profit? At most companies, prices are set using “that’s the way that we’ve always done it” formulas and seat-of-the-pants instinct. The result is businesses of all sizes, from start-ups to the Fortune 100, leave money on the table. Rafi expands the concept of pricing beyond a simple two-lever “up or down” mechanism to focus on creative strategies that better serve customers and reap higher profits. His speech is filled with humor and an unwavering focus on providing insights that can be implemented on Sunday evening.