Stephan Liozu wasn’t born a pricing guru. In fact, Stephan started his career in his home country of France, as a business leader — and ultimately, CEO — for several glass and cement manufacturers. “You can’t get more industrial than that!” Liozu says. “I like the industrial setting because I like to see things and touch things. When I was a CEO, I would go and walk the plants and ‘kick the tires’ with the workers. It’s just where I’m most comfortable.”
But after many years of “kicking tires,” Liozu developed another passion: digital transformations, and specifically, how critical it is to get the pricing strategies right when transitioning into the digital space, especially for industrial and manufacturing companies.
“As CEO of a medium-sized company, I realized pricing was totally neglected,” he says. “So I got very interested in the field, and decided to go back to school at Case Western to study it. Once there, I figured I may as well go ahead and get a PhD, and my dissertation became my first book, ‘The Pricing Journey.’”
Today, Liozu is considered the go-to pricing expert for companies looking to transition into subscriptions, working with companies around the globe from Brazil to Belgium and in virtually every manufacturing industry, including tooling, petrochemicals, tires, and automotive. And this is in addition to his two “day jobs”: Chief Value Officer of the Thales Group and Adjunct Professor & Research Fellow at the Case Western Research University Weatherhead School of Management. He’s also got a whole slew of pricing bona fides: he’s a Certified Pricing Professional (CPP), a Prosci© certified Change Manager, and a Strategyzer Business Model Innovation Coach. And since his first book in 2015, he’s authored or co-authored nine more, including The ROI of Pricing, Pricing and Human Capital (2015), Pricing and the Salesforce (2015) and B2G Pricing (2020).