Value Is Relative

Competitive pricing is great for consumers, yes. But for shareholder value, we need to ask a different question.

In one chapter of our forthcoming book, Moonshot, my co-author James and I explore the idea of value and its relativity to dynamics in the wider marketplace. Lots of big words in that sentence, but here's the gist: a brand that may have seemed overpriced in a 'normal' macroenvironment can become 'value' in an inflationary environment if it doesn't respo…