Focus on Creating Value “price is what you pay, value is what you get. In other words, from the individual’s perspective value is a much richer, more dynamic concept than cost, involving human behavior and emotions. Value is a perceived benefit.”-pg.35

Create Shared Value “A big part of the problem lies with companies themselves, which remain trapped in an outdated approach to value creation that has emerged over the past few decades. They continue to view value creation narrowly, optimizing short-term financial performance in a bubble while missing the most important customer needs and ignoring the broader influences that determine their longer-term success.” -pg.53

“Mapping customer journeys provides the insight for the design of better experiences. This in turn contributes to revenue growth.” -pg. 85