The Price of Influence

About the book

Influence isn't persuasion. It's an economic exchange. For the first time, this book examines that exchange through the lens of pricing.

Pricing is the methodology that aligns the value of goods and services with what people will pay. It shapes almost every aspect of our lives, from what you pay for your phone and your banking to what you pay for your groceries and your flights.

And it turns out it shapes whether your ideas get heard too.

Smart people are often ignored - not because their ideas are bad, but because they fail to communicate the value of their ideas.

The Price of Influence puts these pricing methods to work. You'll learn the diagnostic questions to ask, the patterns to recognise, and the frameworks to apply. These are the same tools used by the professionals who price the products and services you use every day.

At the core of this book is a simple idea:

• Your idea is the product
• The people you need a yes from are your buyers
• To get a yes, you must create alignment between what you're offering and what they value

Claire Wang is an international pricing strategist who spent two decades pricing the invisible: foreign exchange, telecoms, and insurance. She discovered the method worked far beyond finding the right number. Pricing is a rigorous way to understand what people truly value and how to use that understanding to move your ideas forward.

In this book, Claire applies pricing methods to the moments that define careers: the proposal that keeps getting shelved, the budget conversation that never goes your way, the meeting where you knew you were right and no one moved.

It was never your logic. It was always your influence.