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Cactus Raazi is author of the new book, Price: Maximizing Customer Loyalty Through Personal Pricing. Cactus and Brian Ardinger, Inside Outside Innovation founder, talk about the important, but often overlooked topic of price innovation, and how companies can use technology and experimentation to move from the traditional model of revenue maximization towards that of loyalty maximization. For a transcript and more innovation resources, check out insideoutside.io.