People Pay For Value - Their Value, Not Yours

Why do so many products, services and brands grapple with such a very basic concept: people pay for value. But, it's their perceived value and not the value you assign to it.

Newspapers aren't dying. People are just buying them less and less because they're not getting the same amount of value out of them as the used to. Same with in-home phone lines. Most people feel that they can get away with just having a mobile number. It's like this with movies as well. Movies in the theatre now play on ...