Before You Price Your Next Innovation, Ask These Three Words
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Before You Price Your Next Innovation, Ask These Three Words
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A $7 bag of Doritos sparked a broader discussion about one of the most common pricing mistakes in business. In this episode, Mary and Tom explore why customers often define competitors and alternatives differently than companies do, and how that gap can lead to pricing and commercialization challenges. The conversation highlights a simple question that can improve strategic decision-making across industries: Compared to what?
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