In the fiercely competitive landscape of product development, companies often prioritize features and innovation without anchoring their efforts to what customers are willing to pay. This misalignment can lead to products that, despite their technical excellence, fail commercially. The authors, Madhavan Ramanujam and Georg Tacke, present a compelling approach to product innovation centered on pricing strategy, arguing that successful products are designed with the price in mind from the outset rather than as an afterthought.

• Price as a guiding principle: The book posits that pricing should drive product design decisions, ensuring value creation...
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