Providing value is the game of balancing quality, experience, and price. Achieving the point at which all three are balanced and the customer FEELS LIKE they should be paying just a little bit more.
It is about finding the sweet spot where a business can consistently deliver on what it promises to its customers, achieve a healthy margin, and the customers FEEL THAT intrinsic value of the products and/or services being sold is greater than the price they are sold for.
It is not easy to achieve. But in the long run, great value and a strong customer connection is a winning play.