Bill Brewster is the CEO of Revenue Analytics. In times of volatility, many CEOs double down on belt-tightening. They restructure, consolidate and automate, all in search of incremental savings. But I have found that CEOs often overlook the most powerful lever at their disposal: pricing. The Untapped Power Of Pricing Pricing often remains stuck in the back office, treated as an administrative task rather than a boardroom priority. But it isn't simply a financial mechanism; it's a reflection of value.