This is where value-based strategy gets even more interesting. The goal of strategy is to grow the “wedges” on your product’s value stick (customer delight, firm margin, and supplier surplus) without making any of the other wedges smaller. We call them wedges because it helps people visualize the opportunity for expansion and contraction. It’s relatively easy to grow one wedge by shrinking another one. That’s what cable companies do when they raise consumer prices—and fury—without doing anything to increase our WTP.21 Great strategy asks you to work harder than that and find ways to grow
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