In any event, I come down on the art side, not science. But on two points everyone seems to agree. First, pricing deserves a promotion, because it is the number one driver of profitability, and therefore should be and executive function. Second, pricing may be an art, but no doubt it is also a skill. And as with any skill, the more one engages in it, the better one gets. The objective is to have pricing become a core competency in your organization. This is what is meant by pricing on Purpose.