14The Takeaway
Treat people as if they were what they ought to be and you help them become what they are capable of being.—Goethe
We summarize from the viewpoint that you want to bring about change and visibility of prices and pricing in your organization. We do so in the form of "messages" that you can take away with you.
Focus on Maximizing Long-Term Profits
This is a truism. However, many companies act as if their goal is only to maximize sales. The underlying but flawed logic is that profits magically appear when sales are high, but there is no evidence that margins will keep improving with more sales. We have heard different versions of this logic, so we believe that it is pervasive.
Another well-worn notion is that the price in a competitive ...
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