The Last Mile of Trust

Your pricing problem isn't what you think it is.

Pricing is the last decision most companies make. It should be the first. Pricing reactively hands over control of your growth to the market. Pricing deliberately, on the other hand, allows differentiation and builds trust that compounds over time.

Edward Lee has spent his career advising companies of all sizes, from early-stage startups to some of the world's largest corporations. He found the same pattern everywhere: when companies treat pricing as a system, they outperform companies that treat pricing as a number. In The Last Mile of Trust, Edward reveals how the five steps of his Pricing Multiplier System--Signal, Match, Build, Refine, Scale--close the gap between what you charge and what your customers believe you're worth.

This is not a book about your prices. It is a book about becoming the kind of company that never has to justify them.