Reed Holden is fortunate to have had an abundance of good teachers over the years. The late Professor Paul Berger at Boston University was one. He took the time to teach not only the techniques and practical applications of analytics, but more important, how to think about them simply. Those lessons continue to serve us well through the years. Reed is especially grateful to David Rogers, professor of management at Babson College, for his teachings on analytics, and Kevin J. Clancy for his pragmatic approach to the complex world of consumer research.

We would each like to thank the Holden Advisors team who have helped us push forward the theory of pricing and selling and focus on our primary mission of helping clients obtain more revenue and profits. With gratitude, we also acknowledge Adnan Akbari, Ali Crist, Heidi Hager, Aaron Fransen, Mike Cannestra, Emily Lawson, Adele McClean, Amy Gribbel, Pete Morelli, Laura Miller, Monica McCarty, Mechell Hoxie, Patrick McCullough, Bonnie Plapper, Ellen Quackenbush, Lori Rybaski, Teng Yang, Tracy Dent, Becky Sansoterra, Kris Olinger, Travis Umpleby, Derek Neal, and Karen Kunz. Thanks, also, to Chris Mitchell for making Backbone a reality in our business.

There are two people who deserve special mention for having done an outstanding job of moving the firm forward despite the turmoil of the past few years. Brian Doyle has built and leads a team of high-performance individuals during an extraordinary time of growth while meeting new challenges with our clients. Carolyn Holden is the visionary leader who helps us pivot in these times of change. She continues to drive our firm to the future with a push and a smile, and her work coordinating and editing this book helped us get the job done.

We've built our book on pricing on the shoulders of many great colleagues over the years. Tom Nagle gave us the first nudge into the world of pricing with his writings and when he formed Strategic Pricing Group. The late Dan Nimer's voice continues to echo in our minds when we think about value. The contributions of Mark Burton, my pricing partner and coauthor on the first edition of Pricing with Confidence, continue to influence my understanding of price discipline. We appreciate Professor Gerald Smith of the Carroll School of Management, Boston College for his contributions to the fields of product and brand management specialization as well as his friendship and support over the years.

Numerous clients and business partners have helped to forge our thoughts as well. We'd like to mention a few: Gene Zelek, Lynn Guinn, Neil Wilson, Mark James, Bob Vezeau, Andy Slusher, Rob Krugman, Andrew Fisher, Ken Beyer, Randy Kobat, Debi Prickette, David Ivester, Michael McNulty, Brian Coe, Joe Muchnick, Joel Rickman, Naser Hamdi, Mike Bromley, Lisa Nelson, Greg Creel, and Ted Hinz. We'd like to give a special thanks to Rudy Ploder, who is a visionary value-based leader and a true strategic partner to our firm.

Thanks from both authors go also to the editorial staff at Wiley: Jessica Filippo, our editorial champion, Richard Narramore, executive editor, Business Books, and Debbie Schindlar, managing editor.

This is the fourth book we've delivered with John Kador as our team's developmental editor. Throughout what can be an arduous process, John has provided a steady stream of support and kind words, not to mention his great writing. We're lucky to have him on the team and are grateful for his willingness to continue to partner with us. Kimberly Railsback, our crayon evangelist, works her magic with graphics, book cover art, logos, and icons with a unique and talented eye.

Reed would like to acknowledge his mother, Dorothy E. Holden, who was born exactly 100 years before this second edition. A further round of heartfelt appreciation goes to his children and their spouses, Rebecca and Patrick McCullough, Mark Holden and Lauren Dempsey; and his grandchildren, Hudson, Carter, and Nolan McCullough, who provide immense joy.

Jeet would like to acknowledge Reed Holden, for getting him started on his value-based journey over 20 years ago. The impact Reed has had on Jeet’s career is immeasurable. Jeet also appreciates Carolyn Holden and Brian Doyle for their trust and guidance. Personally, he thanks his mother, Krishna Basu, and sister, Poonam Basu, for their unconditional love; his wife, Kelly Mukherjee, and kids, Neel, Aidan, and Kyle, for giving his life meaning; his cousin, Bipasha Mukhopadhyay, for showing her love through food; and Jeet’s chosen family of Chris Payne, Yas Rahimi, Richard Rucker, and Greg James for always being there without question.