Value for Customers: Willingness To Pay
Focus on increasing willingness to pay (WTP), not just sales.
Go beyond quality and branding to leverage complements that raise WTP.
Like Amazon selling Kindle e-readers and ebooks together.
- Identify and double down on the few key value drivers that influence customer purchase decisions.
- Eliminate unnecessary features that don't move WTP.
- Value for customers creates competitive advantage.
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The book "Better, Simpler Strategy: A Value-Based Guide to Exceptional Performance" was written by Felix Oberholzer-Gee and was published by Harvard Business Review Press in 2021. The book offers a strategic framework for companies looking to achieve exceptional performance by doing less, and has been named one of the best strategy books of 2021.
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