Pricing decisions often require us to resolve contradictions, like higher price vs. higher market share or revenue optimization vs. profit optimization. Roger Martin’s approach to the ‘opposable mind’ suggests that such trade-offs are not always inevitable and that we can find more creative (integrative) solutions. By operating in markets with low cross price elasticity and low price elasticity of demand, and where what we sell has the characteristics of a Giffen good we can resolve the price/volume tradeoff and get higher volume with higher prices.