What business ought to know about cutting costs and increasing value

I’ve been struck by how consistently I see, read and hear that price (or expenditure) and service are a zero-sum game – to increase (or maintain) service, the price must go up; to reduce price, the service levels must go down. Our politicians tell us that to maintain levels of social service (without ballooning deficits) they need to increase sources of tax revenue, or, vice versa, depending on the political message du jour. Businesses that operate in price-competitive markets often look to find their customers’ point of pain…what services can be reduced, eliminated, or made “cost adders” before the customer cries foul and takes their business elsewhere.

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