Hermann Simon is the Founder and Honorary Chairman of Simon-Kucher & Partners, the world's leading price consultancy. He is an expert in strategy, marketing and pricing and the only German in the “Thinkers50 Hall of Fame” of the most influential management thinkers in the world. In China the “Hermann Simon Business School” is named after him. Professor Simon has published over 40 books in 30 languages, including world bestsellers on Hidden Champions and price management. His most recent books are Many Worlds, One Life (Springer, 2021), True Profit! No Company Ever Went Broke from Turning a Profit (Springer, 2021) and Hidden Champions in the Chinese Century (Springer, 2022). Adam Echter is a Partner at Simon-Kucher & Partners (San Francisco, CA, USA), where his consulting activities are focused on sales excellence, value definition and communication, business model transformation, and pricing. For 21 years, Mr. Echter’s career has focused on value-based sales.He is a regular speaker at the Professional Pricing Society, industry-specific events and lectures at several universities on the topic of pricing.