Bob Sherlock was recently interviewed by Brick Meets Click, prompting an interesting discussion of how to apply the Daring Caution approach to pricing consumer products.
Every market is, in some respect, under-served. Customers can always be made better off. That creates opportunities for revenue and profit growth.
Radically new innovations are especially well-suited for emphasizing value to the customer when setting the price. Because there is no reference product or service tightly constraining the prospect’s expectation for the selling price, you have more freedom from the “gravitational pull” of past and present prices. You can look at how your solution can create value in the prospect’s b
How a company conducts itself as an employer and corporate citizen matters greatly to an increasing percentage of buyers.
I’ve been struck by the “Pure Michigan” ad campaign running on TV and radio here in the Great Lakes region for several years now. Decided to look up who does the voice-over, and found to my surprise that it’s Tim Allen.