"Did We Make a Good Pricing Decision?"

Managers & entrepreneurs often ask this question, but use the wrong framework and criteria to answer it.

“Some things are in our control and others not. Things in our control are our own actions. Things not in our control are not our own actions” - Epictetus, The Enchiridion, 1.

One thing that makes pricing decisions powerful yet frustrating is that the outcomes for evaluating them, whether the change in units sold, the change in revenue, or something else,…