Per Sjofors is the Founder of Atenga Insights. Pricing has always been an interest area for Per. As a serial entrepreneur, running companies in Europe and the US, he did pricing experiences. Some of these worked spectacularly well, some did not work at all. As a result, Per founded Atenga out of his frustration that what business schools teach about pricing is too abstract, too academic for a business executive to act on. Likewise with books about pricing. Consequently, he set out to make pricing practical and actionable. Pricing for business people. Since then, he has been at the forefront as thought leader in everything pricing and he is a sought-after speaker for a variety of conferences and business circuits. Per appear regularly on business radio shows and gets quoted regularly in the financial press, including Forbes, Fortune Magazine, Inc., Industry Week, Business Insider and the Financial Times. Prior to Atenga, Per had more than 25 years of executive management experience where he gained an appreciation for the importance of optimal pricing. He used pricing as the leaver to turn around several European and US companies, and while setting up a number of Joint Venture companies in Asia he gained additional insight into pricing practices from a global perceptive. More can be found about Per on www.sjofors.com and about the company at www.atenga.com.