Research-Based
Our method is published and peer-reviewed — laid out in books used in boardrooms and classrooms worldwide. Recommendations trace back to economic research, not fashion.
Our Story
The Ally in Your Toughest Battle
Wiglaf Pricing is a research-driven pricing advisory built for the moments when the price decision is too consequential to guess — and executives need an ally who has studied the fight.
Why "Wiglaf"
Named for the Thane Who Stood by the King
In the epic of Beowulf, every warrior fled the dragon's fire — except one. Wiglaf, the loyal thane, stepped into the fight when victory hung in the balance and stood beside his king until the battle was won. The name is our promise: when the commercial stakes are highest, we stand beside the executive making the call.
Founded by Tim J. Smith, PhD — author of Pricing Done Right and the field-defining textbook Pricing Strategy — Wiglaf Pricing was built on a conviction: pricing decisions deserve the same rigor as any other capital allocation. Not gut feel. Not copied competitor moves. Research, evidence, and disciplined judgment.
- An ally at your side, not a vendor at arm's length
- Advice grounded in economics, not anecdotes
- Present at the decisive moment — and accountable after it
Our Philosophy
Three Convictions Behind Every Engagement
The way we work is deliberate. These principles decide what we recommend, how we deliver it, and what we leave behind.
Executive-Focused
We advise the people who own the decision — not just the analysts who inform it. Every deliverable is built to survive a board meeting, a budget cycle, and a tough sales call.
Embedded Outcomes
A price change fades; a pricing capability compounds. We design structures, skills, and tools so the improvement outlasts the engagement — your team owns it.
Global Reach
From Chicago to Six Continents
Our clients span the globe — Fortune 500 leaders and ambitious startups alike, in industries from specialty chemicals and medical devices to enterprise software and logistics.
- Engagements delivered on six continents
- Fortune 500s to venture-backed startups
- Consultants working across global time zones
Working With Us
What an Engagement Actually Looks Like
No black boxes, no hundred-slide theatrics. Three deliberate phases move you from uncertainty about price to a capability your organization runs on its own.
Start a ConversationDiagnose the Real Problem
We interrogate your data, customers, and deal history to find where value is being created but not captured — and put a number on what's at stake.
Design the Right Answer
Price structures, levels, and policies engineered from economic research and your competitive reality — presented so decision makers can act with confidence.
Embed It in Your Organization
Roles, routines, training, and tooling that turn the recommendation into standard practice. The capability stays long after we're gone.
Ready When You Are
Stand With an Ally Who Knows the Terrain
Tell us about your pricing challenge. We'll respond within one business day with a candid view of where the opportunity lies.