4 minutes that changed everything.

Seven years ago I was at an IPA conference and I had my eyes opened WIDE by the wonderful Richard Shotton.

He described a beer pricing experiment that demonstrated the power of options on consumer choice. Before seeing Richard I had no idea about pricing options and how helpful they can be for creative companies.

After seeing Richard speak at this event, options became the default for every proposal no matter how big or small. And the brilliant thing that I discovered and continue to discover every day is that options really, really work.

If you have four minutes, I highly recommend you watch Richard describe the experiment in the clip below.

Nowadays, you can't stop me from talking about pricing and options so if you fancy a chat about it, you know who to call ;)