ROBERT RUSSELL: Andreas, you’ve been working with companies for many years on pricing. What’s the rst thing you do when you have a new client?

ANDREAS HINTERHUBER: I have a lot of respect for the medical profession: Excellent consultants are like doctors-they improve the lives of their clients. The most important part in this process is diagnosis. If we get the diagnosis wrong, even the best, scientically most advanced treatment will lead nowhere.