Today's economy challenges every executive to find earnings improvement opportunities to offset numerous risks to profitability – notably cost volatility, global competition, and tough customers. A more effective approach to pricing can provide a very powerful antidote to profit pressure. Yet it's common that executives hesitate to launch a pricing initiative. Lacking good pricing information, they worry about losing volume if they push for higher prices. They may not know what best pricing practices are, what to do to overcome barriers to better pricing, and how to plan and carry out a pricing initiative. In Daring Caution, Robert F. Sherlock provides executives with a guide for leading their organizations to get better at pricing.