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now its my pleasure to introduce our presenter today stefan liozen in addition to his uh role as chief value officer at telus group hes an adjunct professor and research fellow at case western universitys weatherhead school of management um and also the author of several books including dollarizing differentiation value pricing strategy implementation in his latest book b2g pricing which will be one of our giveaways so without further ado stefan welcome well thanks nick appreciate it you know the opportunity to discuss this topic which is uh charlie new um i think most of the time we speak about value-based pricing in the context of products or services or transactional pricing um i wanted to elevate the discussion and really look at you know strategic projects very large complex bids uh and in you know in the context of maybe business to government pricing or b2b pricing with very large account um i think it requires probably a uh everybody would agree a different approach to uh t