https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/Marketing%20and%20Sales/Our%20Insights/Pricing%20The%20next%20frontier%20of%20value%20creation%20in%20private%20equity/Pricing%20The%20next%20frontier%20of%20value%20creation%20in%20private%20equity.ashx
