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Stop Competing on Price. Start Engineering Value.
Most entrepreneurs believe profit comes from selling more or spending less. Dr. Natnara Chulawate, PhD. presents a different equation — one built on the science of customer willingness to pay.
Profit = (Customers × Willingness to Pay × Purchase Frequency) − Operating Cost
This book shows leaders exactly how to move the variable that matters most — and why willingness to pay, not cost cutting, is the most powerful lever in sustainable profit.
Inside, you will learn how to:
Written for entrepreneurs, CEOs, business owners, consultants, managers, and MBA students who want a commercially useful framework rather than abstract theory. If you are ready to stop discounting and start building pricing power, this book is your starting point.
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