Your cost, your current price, and your value ceiling side by side, so you can see exactly where and how much you are underpricing, and anchor pricing to value from here on.
For each key offering, map the three numbers: the cost floor (from your cost work), your current price, and the value ceiling (the price the value could support, from your value and willingness-to-pay work). The space between your current price and the value ceiling is your pricing opportunity.
| Offering | Cost floor | Current price | Value ceiling | The gap |
|---|---|---|---|---|
Cost is the floor: never price below it. Value is the ceiling: the price your value could support. Cost informs the floor and the risk, but value sets the price. An owner who internalizes this one line has captured most of the gain this pathway offers. The gap is almost always far larger than you feared.
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