“People want economy and they will pay any price to get it.” – Lee Iacocca

Customer Value is about the perception of what happens when the customer uses the product.  The handyman is not buying a drill; he is buying the ability to make holes.  The iPod was not the first nor arguably the best MP3 player but it was the coolest and it was made by Apple.

Connect your brand with the right perception and you won’t have to compete on price.

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