In this podcast episode, Dave Kozak and Steve Cook, discuss the importance of pricing in business and how to do it effectively. They explain that setting prices based solely on what competitors charge is not a good strategy, as businesses need to differentiate themselves from their competitors. They also emphasize the need to regularly evaluate and adjust pricing, rather than waiting too long to do so. They conclude that businesses should aim to maximize their profits and returns by pricing their products or services according to the value they provide.

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