The Price Whisperer
From The Futurists by Brett King, JP Nicols, Jason Henrichs
February 20, 2026 · 54 min
About this episode
Per Sjofors discusses optimal price-setting strategies in various market conditions.
Price is the most important signal in a market economy. But in a distorted market, prices no longer provide reliable information to consumers. For startup ventures, getting the price wrong can be a fatal mistake. Per Sjofors is the “price whisperer.” He uses AI to help companies determine the optimal price to charge for new products. Per joins the Futurists to talk about price-setting strategies in complex markets, commodity markets, and markets dominated by platforms or oligopolies.
People in this episode
Hosts: Brett King, JP Nicols, Jason Henrichs
Guest: Per Sjofors
Topics covered
- pricing strategies
- market economy
- AI in business
- startup ventures
- complex markets
Keywords
- price whisperer
- optimal pricing
- market distortion
- AI pricing
- startup pricing
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