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This content was originally published by Strategy & Business. Original publishers retain all rights. It appears here for a limited time before automated archiving. By Strategy & Business
In their book, The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value, Marco Bertini and Oded Koenigsberg make a persuasive case that companies can rewrite the rules of commerce. Reviewer David Lancefield notes that aligning the price of a product or service with the value it delivers can be a powerful lever.