--- title: "Fixed to Flexible: Book Review" description: "Fixed to Flexible: Book Review" --- [Skip to content](https://mezzaninegrowth.com/blog/fixed-flexible-book-review#main-content) [![mezzanine-logo-2026-light-orange-tagline (1)](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline%20(1).webp?width=2075&height=441&name=mezzanine-logo-2026-light-orange-tagline%20(1).webp) ![mezzanine-logo-2026-light-orange-tagline (1)](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline%20(1).webp?width=2075&height=441&name=mezzanine-logo-2026-light-orange-tagline%20(1).webp)](https://468176.hs-sites.com/) - [What we do](https://mezzaninegrowth.com/b2b-growth-marketing-solutions) Show submenu for What we do - [Solutions overview](https://mezzaninegrowth.com/b2b-growth-marketing-solutions) - [• Growth engine programs](https://mezzaninegrowth.com/b2b-growth-engine-solutions) - [• Marketing outsourcing](https://mezzaninegrowth.com/b2b-marketing-outsourcing-staffing) - 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[Partners](https://mezzaninegrowth.com/partners-mezzanine-growth-outsourced-marketing) - [Contact](https://mezzaninegrowth.com/contact-b2b-growth-marketing-agency-toronto) Open main navigation Close main navigation Open search Close search [B2B Marketing](https://mezzaninegrowth.com/blog/topic/b2b-marketing) # Fixed to Flexible: Book Review Last week I read a short, interesting [eBook on pricing](http://www.scribd.com/doc/26237737/Fixed-to-Flexible-The-Ebook). Pricing is one of the most challenging and talked about issues in marketing, so I was keen to see what it offered. Those of you who have read Chris Anderson's "[Free](http://books.google.ca/books?id=lLZbXN2odVYC&printsec=frontcover&dq=free+chris+anderson&source=bl&ots=MRDRif9TBH&sig=YtfDO8lQFGwWn5R44CwulQj9fBE&hl=en&ei=a794S6LDMoLd8QbJkaD0CQ&sa=X&oi=book_result&ct=result&resnum=2&ved=0CAwQ6AEwAQ#v=onepage&q=&f=false)" won't find too much new in it - but those who haven’t will, and to the eBook’s credit, it’s a much quicker read. Here are a few of the key points: - The more we do business, the less it costs to do it. Essentially, all things remaining equal, operating costs tend to drop over time. - Of all the levers available to senior management, price has the greatest effect on the bottom-line. An example: in November of last year, Nokia earned $1.1 billion on 35% global market share, while Apple earned $1.6 billion on 2.5% market share. An incredible difference that their premium price (and brand, and product, etc) allows. (Fixed To Flexible - Page 14.) - Economic models that describe how small and medium businesses ‘should’ act in order to maximize their margins have little bearing in the real world. - Companies have to choose between offering convenience on one hand and fidelity on the other. Eg Wal-mart offers high convenience, low fidelity. Harvard Business School offers low convenience, high fidelity. Starbucks is given as an example of a company which has moved away from its high-fidelity roots, but has yet to embrace its current status as a seller of convenience. - *If you’re a seller of convenience*, the price of your product or service will drop over time. Operate accordingly - bring your costs down, constantly reinvent your offering to provide new value, and experiment with pricing strategies when you can. (eg “freemium”, “pay what you can”, and similar innovative approaches) - *If you’re a seller of fidelity*, employ price-discrimination strategies to increase your volume, boost your margins, and shrink the market for pirates and copycats. The book is a good quick read and will give you some insight to the evolving science of price, which has been getting more and more attention lately. ##### Popular content - [The Difference Between Business Strategy and Marketing Strategy](https://mezzaninegrowth.com/blog/the-difference-between-business-strategy-and-marketing-strategy-and-why-its-important-to-know-this) - [How Many Times Should You 'Touch' Your Prospect, Without Harassing Them?](https://mezzaninegrowth.com/blog/number-of-touch-points-needed-for-b2b-marketing) - [Whitepaper vs. Article – The Differences and When to Use Each?](https://mezzaninegrowth.com/blog/whitepaper_vs_article_whats_the_difference_and_when_should_you_use_each) - [What Does 'B2B' Mean?](https://mezzaninegrowth.com/blog/what-does-b2b-mean) - [B2B buying trends in 2025: What businesses need to focus on](https://mezzaninegrowth.com/blog/b2b-buying-trends-in-2025-what-businesses-need-to-focus-on) ![mezzanine-logo-2026-light-orange-tagline](https://mezzaninegrowth.com/hs-fs/hubfs/mezzanine-logo-2026-light-orange-tagline.webp?width=200&height=41&name=mezzanine-logo-2026-light-orange-tagline.webp "mezzanine-logo-2026-light-orange-tagline") 416-583-5831 [linkedin-in icon](https://www.linkedin.com/company/mezzgrowth/) © Copyright. 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