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Leading #MRX Posts
Many pricing decisions assume markets behave uniformly. In reality, customer responses frequently vary based on switching costs, competitive alternatives, technical requirements, contractual structures, and the ability to pass costs through. A customer with multiple qualified alternatives may react very differently than a customer operating within a highly specialized application.
The debate begins almost immediately.
In its simplest form, minimax encourages decision-makers to consider the worst plausible outcome associated with each available option. Rather than focusing exclusively on the most likely result, it asks leaders to understand the downside attached to being wrong. For pricing teams, that perspective can be surprisingly valuable.
At first glance, pricing in a tariff environment appears straightforward. Input costs rise by 20%, prices rise by 20%, and margins are preserved. The logic is simple and often serves as the foundation for internal pricing discussions. The problem is that customers do not make purchasing decisions based on your cost structure. They make purchasing decisions based on the value they receive and the alternatives available to them.