As we work with clients or conduct workshops, we are finding a recurring frustration: CEOs who believe they sell "value" are losing bids over pricing issues. They are realizing that being a "value-add" solutions provider is not as valued as it used to be. And they're having to admit that if they can be easily replaced by another company's solutions at a lower price, what have they actually created? Something ephemeral? Not really of such great "value"?
What is value anyway? And is your company's value at risk as business changes what it values?