Payback

PRAISE FOR PAYBACK “Leading a business through transformation taught me that it is not enough to build better products or embrace new technologies. What matters is whether they deliver outcomes customers genuinely value, and whether the business can translate that value into sustainable performance. In Payback, Marco, Oded, and Elie provide leaders with a practical framework for making that connection, from understanding what customers truly value to designing how the business gets paid.”— JOHN FALLON, former CEO of Pearson and coauthor of Resurgent: How Established Organizations Can Fight Back and Thrive in an Age of Digital Transformation “In a business world eager for quick fixes, Payback insists on a more demanding truth: the commercial value of an offering can be lost at every step between what customers want and what they pay. Its value journey gives leaders a clear language and powerful framework for diagnosing those losses—and for building revenue strategies that work for the company and its customers.”— JEAN-MANUEL IZARET, Managing Director and Senior Partner, Boston Consulting Group; Global Leader of the Marketing, Sales, and Pricing Practice “Leaders of purpose-driven enterprises face a challenge that is often underestimated: delivering experiences and benefits that people value is not enough unless the model can be built to sustain them. Payback explains how value can disappear in the gap between intention, experience, and action, then gives leaders a shared language for closing that gap. It is a timely guide for building organizations, for profit and nonprofit alike, that are both impactful and economically sound.”—HOLLY WELCH STUBBING, President and CEO, National Philanthropic Trust “In lifestyle hospitality, success depends on more than selling a room or an evening out; it depends on creating an experience guests want to repeat. Building a global ecosystem means balancing the consistency that earns trust with the local relevance that makes a place worth choosing. Payback gives that challenge a compelling economic logic, tracing value from a guest’s first spark of desire to the moment they return, while keeping the guest experience at the center.”—ANTONIO GONZALEZ, Chairman and Group CEO, Sunset Hospitality Group Discover how to capitalize on what makes your business—and its products—truly valuable to customers In Payback: Turning Customer Value into Lasting Revenue, a team of veteran business strategy thought leaders delivers an innovative, pragmatic approach to value that will transform the way you understand competitive advantage and improve your company’s financial performance. The authors explain the customer’s journey in evaluating what makes a product or service meaningful and unique in the marketplace. They show you how to navigate and translate that evaluation process into sustained revenue. Payback offers a step-by-step guide to a continuous process linking product and service investments with realized customer perceptions of value and, ultimately, the firm’s financial results. It combines a practical perspective on customer value with a grounded framework you can implement at your own firm. The book offers: Proven strategies for creating, positioning, and pricing products and services that are meaningful and unique to customers Insightful illustrations of how today’s typical interactions between companies and customers unnecessarily waste value, to the detriment of both parties Pricing and monetization techniques that help leaders focus on profitable ways to capture value from different groups of customers Perfect for company executives who set product and service strategy, Payback is also a must-read guide for seasoned business leaders trying to turn around underperforming product lines, as well as MBA students and anyone else with an interest in practical business strategies that deliver results.