“In order for a business to thrive, the value delivered to the customer, V, has to be greater than the price the customer is charged, P, which has to be greater than the cost of that good or service, C. V is greater than P is greater than C,” he said, pointing to each. “They can be in a different order for brief periods of time, but anything other than C then P then V is not sustainable. Either the customer will stop buying, your business will go bankrupt, or both.”
