Move Sooner Rather Than Later

In many categories, if you wait too long to increase your prices, you’ll be hit with rising costs without a corresponding increase in your own prices.

While airlines are able to change prices dynamically, most producers of, say, consumer packaged goods are not. So if a company such as Kimberly-Clark wants to change the price of its Kleenex products, it could certainly do so—but it can easily be three months or six months before that price increase shows up at the shelf.