How to use a Business Case to Optimize your Value Proposition

Many companies treat value proposition development and product justification as separate domains, which are managed by different experts. First, a value proposition is developed by the marketeers and product managers. Afterwards, a financial business case is written by financial managers to justify expenditures. In some cases marketeers and product managers do not even care about

Pricing for Value

In today’s world of digital innovation and market disruption it is sometimes unclear how to price products or services. How to set a price for a disruptive product? How to determine the value for the customer in a changing market? In this blog I would like to discuss how to define a price to optimize value for both the customer and the company.