---
title: Strategic Transformation Blog | Tim Lewko (10)
description: "Vancouver, BC, Canada | CEO Thinking Dimensions Global, London, UK
Tim works with CEOs and boards on their big decisions – those that involve product, market and future capability choices.
He has worked with CEOs and Senior Executives using a process rather than prescription approach to strategy over the last 20 years across North America, South America, Europe, Asia and India. His clients to date have achieved over 900 million USD in improved EBITDA .
He is also the author of the book ,Making Big Decisions Better: How to Set and Simplify Strategy https://www.amazon/dp/1472451082 (10)"
image: https://www.thinkingdimensions.com/hubfs/13_426A9574.jpg
---
# Tim Lewko
**Vancouver, BC, Canada | CEO Thinking Dimensions Global, London, UK**
Tim works with CEOs and boards on their big decisions – those that involve product, market and future capability choices.
He has worked with CEOs and Senior Executives using a process rather than prescription approach to strategy over the last 20 years across North America, South America, Europe, Asia and India. His clients to date have achieved over 900 million USD in improved EBITDA .
He is also the author of the book ,**Making Big Decisions Better: How to Set and Simplify Strategy** https://www.amazon/dp/1472451082
[tlewko@thinkingdimensions.ca](mailto:tlewko@thinkingdimensions.ca)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-8-poor-segm)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-8-poor-segm)
## [10 Symptoms that your company needs to unlock a pricing strategy: #8: Poor Segmentation](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-8-poor-segm)
25 Oct 2013
[Tim Lewko](https://www.thinkingdimensions.com/blog/strategy/author/tim-lewko)
Segmentation is often talked about in companies but seldom reevaluated based on asking ” What are...
[Read More](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-8-poor-segm)
[Blogs - Decision Making](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-decision-making), [Blogs - Strategic Transformation](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-strategic-transformation), [Articles and Insights - Strategic Transformation](https://www.thinkingdimensions.com/blog/strategy/topic/articles-and-insights-strategic-transformation)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-7-pricing-d)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-7-pricing-d)
## [10 Symptoms that your company needs to unlock a pricing strategy: #7: Pricing driven by cost](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-7-pricing-d)
7 Oct 2013
[Tim Lewko](https://www.thinkingdimensions.com/blog/strategy/author/tim-lewko)
The “cost plus” model of pricing is very attractive in that it is very simple:
Add up costs, Add a...
[Read More](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-7-pricing-d)
[Blogs - Decision Making](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-decision-making), [Blogs - Strategic Transformation](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-strategic-transformation)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-6-systemati)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-6-systemati)
## [10 symptoms that your company needs to unlock a pricing strategy: #6: Systematic way of pricing is not uniformly applied by your sales force](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-6-systemati)
25 Sep 2013
[Tim Lewko](https://www.thinkingdimensions.com/blog/strategy/author/tim-lewko)
We asked a group of 15 sales representatives from the same company to tell us the price they would...
[Read More](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-6-systemati)
[Blogs - Decision Making](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-decision-making), [Blogs - Strategic Transformation](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-strategic-transformation)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-4-losing-vo)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-4-losing-vo)
## [10 symptoms that your company needs to unlock a pricing strategy: #4: Losing Volume](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-4-losing-vo)
19 Sep 2013
[Tim Lewko](https://www.thinkingdimensions.com/blog/strategy/author/tim-lewko)
**Quick Question:** What is the market size of the industry you compete in?
[Read More](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-4-losing-vo)
[Blogs - Decision Making](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-decision-making), [Blogs - Strategic Transformation](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-strategic-transformation)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-2-no-commod)
[ ](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-2-no-commod)
## [10 symptoms that your company needs to unlock a pricing strategy -# 2: No Commodity vs. Differentiation Margin Gap](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-2-no-commod)
11 Sep 2013
[Tim Lewko](https://www.thinkingdimensions.com/blog/strategy/author/tim-lewko)
**Parity – the state or condition of being equal never turns out well when used in a strategic...**
[Read More](https://www.thinkingdimensions.com/blog/strategy/10-symptoms-that-your-company-needs-to-unlock-a-pricing-strategy-2-no-commod)
[Blogs - Decision Making](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-decision-making), [Blogs - Strategic Transformation](https://www.thinkingdimensions.com/blog/strategy/topic/blogs-strategic-transformation)
