From costs to value
One way to protect margins is by being more efficient (though always taking your costs as the base for it). What if you forget about your costs for a moment? What would make what you’re offering worth their money to your customers? A way to define that is by what it’s worth to them. Not you. Not your costs. Not your margins. Not your offering (be it a product or a service). You can start by figuring out what it is that they’re after. What’s the outcome they seek. And work your way down from…
