Dr Ian Tidswell

Ian founded Ideal Price after noticing the lack of pricing support for startups and scale-ups. In Ian’s 20-years of B2B pricing experience as a coach, consultant, change agent, manager and leader, he’s seen the good, the bad and the ugly of pricing. 

In addition to Ideal Price, Ian is a Special Coach for Innosuisse, the Swiss government's Innovation Agency, where he has coached over 50 startups. He also runs een Consulting, helping larger companies improve their pricing via trainings, workshops and consulting projects. 

Ian’s experience includes being the Global Pricing Head for Syngenta, leading a global pricing transformation initiative at Medtronic and being a strategy consultant with McKinsey & Co. 

Ian holds a B.Sc. from Imperial College London and a Ph.D. from Harvard University, both in Physics.  He is based in Basel, Switzerland.