---
id: "entity-rafi-mohammed"
type: "entity"
entityType: "person"
canonicalName: "Rafi Mohammed"
aliases: []
source_timestamps: ["Byline", "Author Bio"]
tags: ["author", "pricing-expert"]
related: ["entity-culture-of-profit", "entity-the-art-of-pricing"]
speakers: ["Rafi Mohammed"]
sources: ["commercial", "tail1"]
isSpeakerEntity: true
---
## Segment 1 — tail1

## Article 104 — a104

# Rafi Mohammed

## Profile
A pricing-strategy consultant and long-time [[entity-org-harvard-business-review-d104]] contributor, known for advocating innovative pricing — including strategic discounting — to maximize profit and customer value. He advocates discounting as a **'superhero strategy'** to swiftly boost profits in times of consumer anxiety.

## Role in this source
**Cited pricing expert** in the 'Art of Discounting' segment.

## Attributed contributions in this vault
- [[concept-strategic-discounting]]
- [[framework-strategic-discounting-tactics]]
- [[claim-discounting-power]]
- [[contrarian-discounting-superhero]]
- open question [[question-discounting-mistakes]] (the two mistakes he names but the source omits)

## Enrichment context
Mohammed has multiple HBR pieces arguing that smart, well-fenced discounting can enhance profitability and loyalty rather than being purely brand-diluting — consistent with the conditional reading in [[contrarian-discounting-superhero]].

## Segment 5 — commercial

## Article 22 — a022

# Rafi Mohammed

**Profile.** Rafi Mohammed is a pricing-strategy consultant and the author of the source article, *The Art of Discounting*. He is the founder of the consultancy [[entity-culture-of-profit|Culture of Profit]] and author of *[[entity-the-art-of-pricing|The Art of Pricing]]* (2005) and *The 1% Windfall*. His signature stance: pricing — and especially disciplined discounting — is a primary, underused lever for profit growth, driven by **customer value and willingness to pay rather than cost**.

**Role in this source.** Sole author and dominant voice; every concept, claim, framework, and action item in this vault is his. His public positioning (per the enrichment, including a speaker-bureau profile emphasizing Good-Better-Best, bundles, and thoughtful discounting) frames discounting as *"discounting with dignity"* — deploy it deliberately and only for a return on investment.

**Attributed contributions in this vault:**
- Thesis / mindset: [[claim-discounting-is-superhero-strategy]], [[contrarian-discounting-as-defeat]], quote [[quote-superhero-strategy]]
- Margin math: [[claim-haphazard-discounting-margin-destruction]], quote [[quote-profit-from-final-dollars]]
- Pricing floor: [[claim-incremental-profit-variable-cost]], [[contrarian-total-cost-fallacy]]
- Loyalty caution: [[claim-goodwill-does-not-equal-loyalty]]
- Framework: [[framework-five-discounting-strategies]]
- Core concepts: [[concept-profit-cannibalization]], [[concept-discounting-hurdles]], [[concept-subjective-value]], [[concept-variable-cost-pricing-floor]], [[concept-goodwill-discounting]]