Delivering excellence in product, placement, and promotion must be connected to excellence in the realpolitik of business in capturing pricing from real customers, as the author explains.
The question of how value should be split arises repeatedly in customer-value-centric organizations. It should be addressed in a thoughtful and systematic way. When building a product development or launch plan, teams debate feasible pricing ranges based on capturing value. Product teams who incorporate value into their discussions indicate that it helps them understand their positioning better and that it makes their decision-making customer-centric. In this article, the author presents several approaches to framing the value-capture questions and developing effective value-pricing strategies.