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Dr. Reed K. Holden (Concord, MA), CEO/Founder of Holden Advisors, is a world-class pricing expert who helps clients build go-to-market strategies to drive price leadership and profitable growth. He pioneered the Value DisciplineSM, a process to tune and sustain pricing power in highly competitive markets. His latest work focuses on successfully dealing with discount-oriented procurement departments through more effective product positioning, selling, and negotiation. With Mark Burton, he wrote Pricing with Confidence: Ten Ways to Stop Leaving Money on the Table.