Productize to segments and use casesPrice for value and then back out costs to find marginSell benefits not featuresPrice before product - figure out the value firstBundle leading items with additional features
“Women need to be twice as good to get half the credit. Fortunately many women are four times as good.” —Alison Davis-Blake, former president of Bentley University (p. 17)
On being an early adopter of organic cotton in Patagonia's garments: “The constraints we place on ourselves require innovation that then sets us apart from other companies”