Book excerpt: Pricing--The New CEO Imperative, the 11th volume by Stephan M. Liozu on the topic of pricing and customer value management, is a message from the pricing profession to the C-suite. It aims to promote pricing and encourage CEOs and C-suite executives to pay greater attention to pricing and to increase their investments in their pricing initiatives. In the context of digital transformations and a post-COVID-19 new normal, pricing is a strategic capability that no CEO should ignore-and a driver of competitive advantage and a strong profit lever. Pricing has 21 chapters organized in five sections: Pricing Lessons and Myths, Pricing Impact and Pricing Power, Pricing Testimonials, Pricing Maturity and Capabilities, and Pricing as a Force of Transformation. This book was made possible through the financial contribution of ten companies: Boston Consulting Group Deloitte Consulting LLP INSIGHT2PROFIT Manchon & Company Miller Advisors Pricefx Pros Holdings Simon Kucher & Partners Vendavo Zilliant This collection is also endorsed by the Professional Pricing Society (PPS) and the Coalition for the Advancement of Pricing (CAP). Be bold: join the pricing revolution!