Reed Holden is a leading pricing guru and, with Mark Burton, cofounder of Holden Advisors (www.holdenadvisors.com), a consultancy that works with B2B firms to design and implement value-driven pricing strategies that increase profitability in highly competitive markets. He and Burton coauthored Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table (John Wiley & Sons, 2008).