It’s every executive’s job to find earnings improvement opportunities and ways to offset escalating costs. More effective pricing can provide a very powerful antidote to profit pressure. Yet it’s common that executives hesitate to launch a pricing improvement initiative. They may lack good pricing information, and worry about losing volume if they push for higher prices. They may not know how to plan and carry out a pricing initiative, or how to overcome barriers to better pricing.

But it’s worth leaping those barriers. Most companies selling standardized products and services can make selective price moves that increase gross margin by an average of 1% to 3% within two years. (Companies with customized offerings can often achieve much greater increases.) What could your company do with the extra money?

Daring Caution is for executives who recognize that more favorable pricing will improve margins, but who aren’t sure which prices can be raised, by how much, and how to do it with minimal risk. This isn’t an academic book. It’s a compact, quick read. Act on any of the three major themes of this book, and you’ll get a strong return on the time and money you invest.

If you’ve already purchased the book, you can access the free Reader Tools here.