• Think of yourself as a provider of solutions, rather than of products or services.

Yin and Yang of Value Innovation

• Distinguish between what you are selling and what your customer is buying.

• Take a broad view of your customer's underlying problems that go beyond you and your products.

• See what your customers do with what you give them, and either do it for them or help them with it.

• Price in terms of value rather than cost.

Creating Customer Value: 10 Lessons from Konosuke Matsushita