Who is Brendan Hodge?

I’ve been a professional pricer for eighteen years and counting. I’ve managed pricing at Dell Technologies, The Wendy’s Company, Scotts Miracle-Gro, and now at an industrial hard materials company, Hyperion Materials & Technologies.

In 2020, I published a novel If You Can Get It. It’s a comedy, set primarily in the business world. And indeed, you’ll find that in the business plot line, pricing ends up having a significant part to play.

In 2025, I have a book about pricing coming out: Drive Thru MBA, Everything You Need to Know About Pricing I Learned in Fast Food. Watch these pages for updates as it approaches.

Why Pricing Evolution?

There is not a single approach to pricing which is right for every company, or even every company in a particular industry. Pricing is an adaptive discipline. The right tools and practices for your company will depend on what your company and market environment is. And as your company and market develops. the right pricing approaches will change over time as well.

I’ve always had an interest in evolution and the history of life on earth. It’s something I read about in my spare time.

When it came time to name this site, I wanted something which blended my adaptive approach to pricing as a discipline with my own personal interests. And so…

Pricing Evolution.

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A professional pricer bringing common cents to an ever-changing world: weekly insights on pricing and the role it plays in business and life.

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Professional pricer and founder of PricingEvolution, contributing editor at The Pillar, novelist, blogger