Game Changer
Jean-Manuel Izaret & Arnab Sinha
The book
Game Changer
How Strategic Pricing Shapes Businesses, Markets, and Society
Jean-Manuel Izaret & Arnab Sinha · Wiley · 2023
Pricing is the most powerful lever in business. It is also the most misunderstood. In Game Changer, Jean-Manuel Izaret and Arnab Sinha argue that most companies are thinking about pricing wrong — and show what it looks like when they finally get it right.
Key themes
01
A unified theory of pricing
For the first time, a single framework that applies across industries, business models, and market conditions — from consumer goods to pharmaceuticals to technology platforms.
02
Pricing as strategy
Pricing is not a number to be optimized. It is a signal — to customers, to markets, to competitors — about what you value is and what kind of company you are.
03
Progressive pricing models
How the most innovative companies are moving beyond cost-plus and competitive benchmarking toward models that create and share value in fundamentally new ways.
04
Fairness and market design
Pricing is not just a business decision — it is a social one. The book explores how pricing shapes access, equity, and the distribution of value across society.
Impact
Bestseller
Wall Street Journal
20+
Countries where the book has been adopted
100+
Executive programs using the framework
"The most important business book on pricing in a generation."
— Business school faculty review
From the book
Why pricing is the game changer
Every company prices. Very few price well. The gap between what companies charge and what customers would willingly pay — what economists call the value surplus — is, in most industries, enormous. Capturing even a fraction of that surplus is worth more than most operational improvements a company will ever make.
But pricing is not just about capturing value. It is about creating it. The best pricing strategies do not simply extract more from existing customers — they expand the market, bring in new customers, and build the kind of trust that turns transactions into relationships.
That is the game changer. Not a new algorithm or a smarter discount structure. A fundamentally different way of thinking about what pricing is for — and what it can do.
Get the book
Available in hardcover, ebook, and audiobook wherever books are sold.
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