COVID showed that in special circumstances prices can be raised much more than companies expect. Listen
He cites this as one of the lessons from COVID that changed internal attitudes toward price increases at his company, alongside recent cost spikes.
“one of the things we learned there was that there are special circumstances where you can raise the prices a lot, much more than you think.”
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From How to Raise Prices When Everything Is Getting More Expensive with Jacob Moller Korsgaard.