Shiv Shivakumar: Founders should invest in innovation over price cuts during turbulence
Shiv Shivakumar · How to Think Like a CEO & Build Like a Fighter | Shiv Shivakumar, Ex-CEO Nokia & Pepsico · Oct 28, 2025 · at 56:08
Former PepsiCo and Nokia CEO Shiv Shivakumar shares strategic advice on pricing vs. product innovation for startup founders during challenging market conditions.
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“You know, a lot of founders, the other mistake they make is, the first sign of rough weather or turbulence, they cut price. In fact, I would say the first sign of turbulence, invest in innovation. Get something new to the table. Because in every troubled times, If you do the same thing again, the comparative benchmark is the same. If you try something new, you're setting a new benchmark.”
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