---
id: "entity-the-art-of-pricing"
type: "entity"
entityType: "other"
canonicalName: "The Art of Pricing"
aliases: []
source_timestamps: ["§ Serve customers who value products at less than their selling prices", "Author Bio"]
tags: ["book", "publication"]
related: ["entity-rafi-mohammed"]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-ext-22-art-of-discounting"
sourceUrl: "https://hbr.org/2026/05/the-art-of-discounting"
sourceTitle: "The Art of Discounting"
---
# The Art of Pricing

A book (publication) by [[entity-rafi-mohammed|Rafi Mohammed]], published **2005**, on finding hidden profits to grow a business through value-based pricing and willingness-to-pay. In the article it is cited as the inspiration for a **dentist who offered 50% discounts to seniors to fill idle appointment times** — a textbook application of serving customers who value the product below its list price (strategy 1 of [[framework-five-discounting-strategies]]). Mohammed's companion title *The 1% Windfall* is also referenced in his bio.