Power of Pricing: Healthy Margins Improve Business Value
My father-in-law, Ed Tuck, was a pretty smart guy. Before becoming a venture-capitalist and founding Magellan GPS, he was a turnaround consultant to failing telecom businesses in the 1980s. (Read “A Sense of Direction,” Ed Tuck and Mike Khaldun, Dog Ear Publishing, 2018.) I once asked him about the first things he did when he took over a failing business. Ed said that first, he’d find the person responsible for the mess and fire that person just to get everyone’s attention. Then once he got their attention, he raised prices.
