If you do not define the Column 2 value your products or services generate, the easiest yardsticks for customers to use are Column 1's lowest prices or quickest deliveries. This chapter encourages you to think like your marketing managers and competitors by explaining:
How features produce either benefits or liabilities
How benefits create value for customers and for their customers
How perceived and measurable value works for or against you
How unique strengths build bridges to higher profits and barriers to competition
How packaging and options help or hinder your selling efforts
How Product Profile sheets highlight the strengths of your products for quick referencing