One is willingness to pay, which I believe a lot of people are very familiar with, making products, experiences more compelling for customers so that they are willing to pay more. FELIX OBERHOLZER-GEE: When I help companies implement value-based strategy in their organization, I actually did not find that much love for existing strategic processes. FELIX OBERHOLZER-GEE: Well, one of the key messages in the article and in the book is that irrespective of the industry that you’re in, you have every reason to be super optimistic about the potential gains that your company could make, if, in fact, you find novel ways to create value for your customers, for employees, or for your suppliers.