Interactive Diagram
Each layer represents a key part of your pricing story:
- Cost — The non-negotiable floor
- Markup — Classic cost-plus logic
- Perceived Value — Where opportunity lives
Pricing strategy spotlight
Explore how we help teams capture the full value they create by looking beyond cost-plus methods.
Tap each layer to learn more
Each layer represents a key part of your pricing story:
Your baseline expenses that must be covered:
Pricing below this floor erodes sustainability.
Traditional pricing layers a fixed percentage on top of costs:
Reliable, but rarely differentiating.
Price based on the transformation you deliver:
The space between cost-plus and value-based is untapped profit.