Send us your thoughts In this episode of CFO 4.0, Hannah Munro is joined by Etinosa Agbonlahor, CEO of Decision Alpha, to break down why pricing causes so much anxiety and how finance leaders can take control of it in a structured, evidence-based way.Together, they explore how behavioural economics, customer insight, and disciplined iteration can turn pricing from a reactive afterthought into a strategic advantage.In this episode, they coverWhy pricing is the keystone of the business and what goes wrong when it is ignoredThe warning signs that your pricing strategy is misaligned with valueCommon pricing mistakes, including over-reliance on competitorsHow to research willingness to pay using both qualitative and quantitative methodsApplying behavioural economics to frame prices, guide choices, and improve conversionWhy pricing should be reviewed and refined regularly, not set and forgottenLinks mentioned:Etinosa's Linkedin Learn more about Decision Alpha  Explore other CFO 4.0 Podcast episodes here. Subscribe to our Podcast!