Why the Most Expensive Position in Any Market Is the Middle
The middle market position is not conservative. It is expensive. Organizations without a clearly defined Value x Volume position compete on price by default — without the pricing power of the premium tier or the volume efficiency of the accessible tier. This article examines the compounding cost.
Why Most Businesses Are Stuck in the Middle: The Value x Volume Decision
Every Revenue Architecture begins with one structural decision: the relationship between Value and Volume. Most organizations skip it — and that omission is the single most common reason a business competes on price by default.
How Gillette Wins the Customer Before the Competition Exists
The most efficient Revenue Architecture does not compete for customers with established habits. It competes at the beginning of the journey — before loyalty is formed. Gillette invests in reaching young men at their first shave. By 22, they have never evaluated an alternative.