The most fundamental strategic questions facing manufacturers today aren’t about technology or talent or stock price. They’re about customers — and the fundamental ways in which customer expectations have changed. Market dynamics have reduced most customer interactions to discussions of “price” without reference to value.
Changing the discussion from price to value increases margins dramatically. Adding more customer value does not mean proportionally more investment. It also enables manufacturers to grow customer loyalty as customers increasingly value the relationship, not merely the product or service.