JOANNA WELLS is the founder and director of Taylor Wells - a boutique pricing consultancy firm based in York Street, CBD. Joanna is a ‘value’ guru and pricing expert to Industry Giants in Australia. She is a qualified occupational psychologist and business advisor to CEOs and senior executives. She is a blogger and educator to hundreds of Australian executives. She is a behavioural scientist and researcher; dedicating over 87,600 hours to understanding high performance pricing and revenue management. She is a seed investor for a start up tech firm. Prior to setting up Taylor Wells, Joanna worked as a consultant at blue chip financial organisations, consultancies and talent firms in the UK, Ireland and Australia. After graduating from the University of Cambridge, she was an assistant psychologist for the public sector, working in mental and social services in London and Yorkshire. She has appeared in the CEO Magazine and Sydney Morning Herald for her views on pricing, psychology and business growth strategies. She has a published dissertation on High Performance Leadership; and contributed to published, UK-wide retail banking research for Barclays Bank on FinancialPhobia - featured in the Guardian. Joanna has a BA and MA Honours from the University of Cambridge and a Master’s of Science Occupational Psychology from Manchester Business School. She holds a post graduate diploma in Integrative Psychotherapy and Counselling from Metanoia Institute, London. She is a registered member of the British Psychological Society.Her expertise and passion is unlocking value in businesses and people: She became a business owner at the age of 35, and a seed investor at 37. Originally from North London, UK; Joanna is an Australian citizen and has lived in Sydney for over 10 years. She has family roots in London, Hungary and Slovakia. She lives on Sydney’s Northern Beaches with her husband and two daughters. Visit Joanna and Taylor Wells at taylorwells.com.au