Confessions of a Pricing Man is easily the best book ever written on this topic.The author is Hermann Simon, the Chairman of Simon-Kucher. He's also one of this generation's most prolific business thinkers, whose writing parallels Peter Drucker's.In this conversation, our topic is Hermann's 2021 book, True Profit. Topics include profit maximization, the reason why pricing as a profit lever trumps volume increases or cost reductions, and the differences between profit and free cash flow.