It is out of character for me to say that a customer value approach cannot work for some companies. I truly belief that if you are serious about product differentiation you MUST be committed to VALUE. But I admit there are times that organizations are simply unwilling and unable to make it work.
This is one of them. This video is a 3 minute 47 second clip from my appearance on The Price Talk podcast. Roy Vree Egberts is the host. In this clip, I respond to Roy’s question, “what has been your biggest mistake with regards to a pricing project?’
Tough question!
