Awkward Reality #478

There always has been and always will be one way to command a higher price.

478

You have to deliver important value that customers cannot get anywhere else. If customers can get this same value from just one other supplier, they’ll use it as leverage for lower pricing. So the difference between delivering new value and matching existing value is the difference between raising and lowering market pricing.

More in white paper, Catch the Innovation Wave (page 8)

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