“Would you like a coke with your product-sandwich?”

Dougportfolio strategy, pricing, product strategy, products

When was the last time you bought the most expensive wine on the shelf at your local wine store? My guess is that most of you can’t recall the last time you did either because when you go to the wine store you “play it safe” and usually buy a wine priced “somewhere in the middle”. I know I do. … Read More

Your pricing should be influenced by your customer’s reference point

Dougcontext, marketing strategy, pricing, reference point

We love to think of ourselves as rational, objective beings. And yet endless scientific studies indicate that we are anything but… context, the framing of information, and cues can have a profound influence upon how we view the world, and the decisions that we make..   Let’s start with a fun warm-up exercise! Real quick – what animal is displayed … Read More