Top 6 – July 2010


Tim J. Smith, PhD
Founder and CEO, Wiglaf Pricing

Published July 8, 2010

“What business are you in?” Theodore Levitt, 1925-2006.

  1. First to market doesn’t make you the winner, the best offering does.
  2. A growing population doesn’t ensure a growing market, an appropriate solution to a real problem does.
  3. Products rarely hold a market to itself, alternatives and substitutes always exist.
  4. The cheapest prices don’t guarantee market share, the best offering does.
  5. The latest hot business concept doesn’t ensure success, preparation and deep insight does.
  6. Efficient operations are not what customers are searching for; efficient solutions are what they need.
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About The Author

Tim J. Smith, PhD, is the founder and CEO of Wiglaf Pricing, an Adjunct Professor of Marketing and Economics at DePaul University, and the author of Pricing Done Right (Wiley 2016) and Pricing Strategy (Cengage 2012). At Wiglaf Pricing, Tim leads client engagements. Smith’s popular business book, Pricing Done Right: The Pricing Framework Proven Successful by the World’s Most Profitable Companies, was noted by Dennis Stone, CEO of Overhead Door Corp, as "Essential reading… While many books cover the concepts of pricing, Pricing Done Right goes the additional step of applying the concepts in the real world." Tim’s textbook, Pricing Strategy: Setting Price Levels, Managing Price Discounts, & Establishing Price Structures, has been described by independent reviewers as “the most comprehensive pricing strategy book” on the market. As well as serving as the Academic Advisor to the Professional Pricing Society’s Certified Pricing Professional program, Tim is a member of the American Marketing Association and American Physical Society. He holds a BS in Physics and Chemistry from Southern Methodist University, a BA in Mathematics from Southern Methodist University, a PhD in Physical Chemistry from the University of Chicago, and an MBA with high honors in Strategy and Marketing from the University of Chicago GSB.