This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book addresses the organizational capabilities needed to implement pricing strategies. It discusses a series of frameworks that guide the process of pricing strategy implementation. The book also discusses the implementation pricing and revenue management at Disney from the perspective of the company’s Senior Vice President of Revenue and Profit Management. It explores capabilities and personality traits of sales managers in implementing pricing strategy. The book suggests that buyer expectations influence sales manager capabilities; and indeed, value quantification capabilities at the level of individual sales managers are the result of buyers demanding or, at least, responding positively to quantified value propositions. It examines the results of qualitative interviews with 12 pricing executives regarding the challenging topic of changing sales force compensation to drive pricing execution.