Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How Leica Defied Digital Disruption
Episode 110 of Pricing Power Podcast dives into Leica Camera's audacious pricing strategy. When digital photography decimated film, Leica doubled down on premium — launching the $8,000 M9 in 2009 while rivals slashed prices. Lucas and Luna break down how Leica turned a potential death spiral into a 15 percent compound annual growth rate, using scarcity, heritage, and a deliberate refusal to compete on features. They explore the cost-plus versus value-based calculus, the role of the Leica user community, and why the company's 'worse camera, higher price' bet worked. A…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.