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In the end, pricing always comes down to what a customer will pay. More often than not, the pricing equation gets tripped up not because the value of a product is lacking, but because the value of the product isn’t being communicated correctly.
“Sometimes decisions are hard, not because one choice isn’t clearly better, but because the hard choice is also the right one, says Scott Young.
Any case study can be effectively communicated by starting with three main points: