Your pricing problem isn't what you think it is.

Pricing is the last decision most companies make. It should be the first. Pricing reactively hands over control of your growth to the market. Pricing deliberately, on the other hand, allows differentiation and builds trust that compounds over time.

Edward Lee has spent his career advising companies of all sizes, from early-stage startups to some of the world's largest corporations. He found the same pattern everywhere: when companies treat pricing as a system, they outperform companies that treat pricing as a number. In The Last Mile of Trust, Edward reveals how the five steps of his Pricing Multiplier System-Signal, Match, Build, Refine, Scale-close the gap between what you charge and what your customers believe you're worth.

This is not a book about your prices. It is a book about becoming the kind of company that never has to justify them.

Edward Lee is a leading authority on pricing and monetization who has spent his career helping entrepreneurs and businesses unlock growth hidden inside their pricing. He is the founder and CEO of HelloAdvisr, whose clients have reached a combined valuation of more than $1.4 billion. In addition to his advisory work, Edward teaches entrepreneurship and international business at UCLA and Loyola Marymount University and executive leadership at the University of Oxford. He hosts Margin for Error, a podcast exploring the highs and lows of building new ventures, and serves as Expert-in-Residence at the Oxford Entrepreneurship Centre and H/L Ventures.