Stop Underpricing Your Business and Start Charging for Customer Outcomes with Brian Doyle

In this episode of Leaders of the WoT, Host Steve Miksta sits down with Brian Doyle, President and CEO of Holden Advisors, and Executive Education Professor at Rutgers Business School, to discuss value-based pricing, customer research, negotiation, and the role of AI in pricing engagements. Brian explains how organizations can identify the value they create, set prices accordingly, and introduce pricing changes while retaining key customers.Brian draws on his path from Air Force pilot to roles at GE and Holden Advisors to explain why businesses need both quantitative data and customer conversations to understand value. He emphasizes alignment on business goals, clear outcome metrics, careful change management, and using AI to support human judgment rather than replace it.Key TakeawaysInterview customers about the outcomes they receive to quantify value before setting prices.Pair pricing strategy with a rollout plan that prepares teams to address customer objections.Use a third party, open-ended questions, and confidentiality to gather candid customer feedback.Define why the organization is using pricing or AI before selecting tools or pursuing solutions.Move from time-and-materials pricing toward outcome-based pricing when the metric and baseline are clear.Test pricing changes with less-profitable customers, use their feedback, and refine the approach before broader rollout.Episode Timestamps[00:00] - Teaser[03:44] - Brian’s Air Force career and transition to GE and consulting[05:21] - The Value of an Outside Perspective[07:46] - Defining and Communicating Business Value[10:41] - Creating Value Through Customer Interactions[11:21] - Building Trust and Safety with Customers[12:54] - How AI Is Changing Consulting and Pricing[16:13] - Alignment and Shared Understanding in the AI Era[18:04] - Understanding the Purpose Behind AI[24:48] - Aligning Outcome-Based Pricing with Customer Behavior[27:48] - Incorporating Feedback[33:58] - Where to connect with Brian and Holden AdvisorsDisclosure: Portions of this episode (such as the introduction or promotional segments) use AI-generated voice narration produced under human editorial review.🔗 Connect with the Guest Brian Doyle:👉 LinkedIn - Brian Doyle:https://www.linkedin.com/in/brianadoyle/🔗 Connect with the Guest Company:👉 LinkedIn - Holden Advisors:https://www.linkedin.com/company/holden-advisors/👉 Website - Holden Advisors: https://holdenadvisors.com🔗Follow the podcast:👉Spotify: https://open.spotify.com/show/033rjH7T2gSv9KyUs4uC4x?si=db0aed8e99f84fc8👉Apple Podcast: https://podcasts.apple.com/us/podcast/leaders-of-the-workplace-of-tomorrow/id1896864216👉 YouTube: https://www.youtube.com/@opptyunlimited9222🔗 Connect with the Host Steve Miksta:👉 LinkedIn: https://www.linkedin.com/in/stevemiksta/🔗 Connect with the Host Company, Oppty Unlimited:👉 LinkedIn: https://www.linkedin.com/company/opptyunlimited/👉 Website: https://www.opptyunlimited.com/