---
title: Great Pricing Creates Great Value Creation, Which Creates Great Pricing
description: Learn why leading businesses view pricing not just as a number, but as a process that drives innovation, from hypothesis testing to market implementation.
---

[Pricing Space Blog ](https://www.pricespace.com/blog)

# [Great Pricing Creates Great Value Creation, Which Creates Great Pricing](https://www.pricespace.com/blog/great-pricing-creates-great-value-creation-which-creates-great-pricing)

 Written by [Price Space](https://www.pricespace.com/blog/author/price-space) | Mar 27, 2024 3:12:27 PM

What's stopping your company from innovating? Here's a compelling idea for you: how you price your products and services can dictate how innovative your company is. We bet you thought it was the other way around. At Price Space, we challenge that common misperception. Here's why: companies that view pricing as a process follow the following steps toward innovation.

1. They start with a hypothesis about how to segment and set prices based on their current level of innovation.
2. They roll those prices out into the market.
3. They measure the results. If the results are less than what they expected or desired, they take one of two actions:
   
     1. They lower prices to what the market will accept 
        
        OR...
     2. They adapt the offer and value proposition and try the original prices again.

The result is that great pricing companies tend to be great innovators, too. At Price Space, we love watching companies simultaneously improve revenue and profit through pricing AND value creation by implementing the processes that drive excellence in both!

[View full post](https://www.pricespace.com/blog/great-pricing-creates-great-value-creation-which-creates-great-pricing)

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