'... there are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.'
About this quote
- What does it mean?
- Consumers are intelligent and willing to pay more for better quality.
- In plain terms
- Smart customers prefer high-quality products even if they cost more.
- What can you take from it?
- Focus on quality to justify higher prices.
Where it applies
Putting it to work
Questions to consider
- How do you demonstrate value beyond price?
- What makes a product feel superior?
Another view
Some price-sensitive consumers may still choose cheaper alternatives regardless of quality.
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