WEBVTT 00:00:00.360 --> 00:00:04.400 JMI, how do pricing strategies unlock competitive advantage? 00:00:04.400 --> 00:00:08.040 Well, they unlock it in two ways. One, pricing is really a 00:00:08.040 --> 00:00:11.720 good way to enhance your revenues and for most companies 00:00:11.720 --> 00:00:15.880 we work with, you can drive 3 to 6% of your revenues down to the 00:00:15.880 --> 00:00:18.760 bottom line. We have a good pricing strategy. Now how do you 00:00:18.760 --> 00:00:22.760 do that is usually by thinking strategically and not by just 00:00:22.760 --> 00:00:25.720 moving your prices around. Moving your prices around can 00:00:25.720 --> 00:00:30.560 change your revenues by 1 or 2%. If you really change 00:00:30.560 --> 00:00:33.680 the way your pricing model works, for instance by 00:00:33.680 --> 00:00:37.560 unbundling the way airlines did a few years ago, you could 00:00:37.560 --> 00:00:40.040 really get to the three to 6% that I just was mentioning 00:00:40.040 --> 00:00:40.480 earlier. 00:00:41.320 --> 00:00:42.320 Thank you so much.