258. Pricing Without Guesswork: Using Behavioural Economics to Drive Better Decisions with Etinosa Agbonlahor
CFO 4.0 Podcast · 2026-01-20 · 45 min
Episode notes
Send us your thoughts In this episode of CFO 4.0, Hannah Munro is joined by Etinosa Agbonlahor, CEO of Decision Alpha, to break down why pricing causes so much anxiety and how finance leaders can take control of it in a structured, evidence-based way. Together, they explore how behavioural economics, customer insight, and disciplined iteration can turn pricing from a reactive afterthought into a strategic advantage. In this episode, they cover Why pricing is the keystone of the business and what goes wrong when it is ignored The warning signs that your pricing strategy is misaligned with value Common pricing mistakes, including over-reliance on competitors How to research willingness to pay using both qualitative and quantitative methods Applying behavioural economics to frame prices, guide choices, and improve conversion Why pricing should be reviewed and refined regularly, not set and forgotten Links mentioned: Etinosa's Linkedin Learn more about Decision Alpha Explore other CFO 4.0 Podcast episodes here .