How To Lose Thousands of Dollars With Static Prices

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“If you went up to that chalkboard with prices on it and changed one number today, you’d add $25,000 to your bottom line this year,” Scott Case told the café owners.

As the founding CTO of Priceline and co-founder of Upside Travel, Case knows a thing or two about pricing. Priceline’s key innovation was the Name Your Own Price® model that matched buyers and sellers in a new way. (The travel industry…