The 2025 U.S. Open delivered a master class for golfers and procurement leaders alike. When thunderstorms on June 15 transformed golf's most demanding major into what many called "unplayable", J.J.

Research has shown that measuring customer surplus value, or now how much compensation a customer requires to forgo the brand, can help companies determine how valuable they are to their customers.

In my experience, pricing is one of the most underutilized levers in business. Many organizations treat it as a reactionary tool—adjusted in response to cost pressures or competitive moves. But in ...