Every successful business needs to sell something at a price where they can make enough money. If they can’t, they’re going to go out of business. If that’s the fundamental challenge, we’ve got to understand how customers decide to buy. Everybody talks about value, but nobody really tells you how to do it. That’s what we’re addressing in this episode with Eric Berggren, Professor of Marketing from Kellogg School of Management at Northwestern and Managing Director of Axios Partners. In Eric’s words, “Customers decide to buy based on the value they get from one product versus another. Whatever nets out to be the best value, that’s where they’re going to go.” Listen in to hear Eric explore the topic of customer value inside and out. Find a breakdown of this episode here.