Awkward Reality #474

Forget a price premium… unless you deliver value beyond customers’ next best alternative.


If you don’t ask customers the right questions, you can’t quantitatively assess their next best alternative. So you’ll have to guess at pricing. Guess too high and customers won’t buy. Guess too low and… well, customers will let it go this time. And you leave money on the table, perhaps for a decade or more.

More in white paper, Catch the Innovation Wave (page 12)