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What is the customer actually paying for

What is the customer actually paying for?

Volume damage and premium damage are different injuries

Check: what the failure falsifies

What happens when the product contradicts the promise

What happens when the product contradicts the promise?

When the brand's own voice contradicts the promise

Check: the least governed channel

Community as a capability, and what it costs

Was it the capability, or was it the tailwind?

Check: what community obliges

Worked Example: mapping the obligation

Expert Depth: why discounting is nearly irreversible for a premium brand

Check: the cost of discounting

Expert Depth: governing a founder's voice without silencing it

Practice: map a premium obligation

Check: tailwind or share?

Examines what a premium price obligates a company to deliver, starting from what the customer believes they are buying beyond the physical product. Covers listing every channel through which that belief can be contradicted and judging whether the company governs all of those channels or only some.

Take a company charging a premium and identify what that premium obligates it to, by naming what the customer believes they are buying beyond the physical product, listing every channel through which that belief can be contradicted, and judging whether the company governs all of those channels or only some.

What a Premium Price Obligates You To

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