“Why is profit a bad word?”

If you are struggling to find an answer to that question, then can I suggest you read Mark Ritson’s column in Marketing Week from 16 Sep 2021, paying particular attention to:

The discount death spiral

And then there is the long, often fatal death spiral that follows the over-reliance on discounting that comes with time. You do it. Your competitors do it. You do it some more. Your customer starts expecting it. And then, only then, do you start to glimpse the reason why price setting is so important to marketing and business.

Enjoy the day!