MARK BURTON

I love getting value out of powerful ideas by making them useful and practical for people. Simple insights about customers and what they care about can literally transform organizations, get their people excited, make them more profitable, and enrich shareholders.

That's how I wound up making a career out of advising companies on how to price their offerings. Everything that an organization does, from the products they create, to who they sell them to, to how they how they present their value proposition - everything - gets tested when you present your price to the customer.

The simple insight that drives this? Understanding what the customer values. Good use of that insight leads to more innovative products, motivated sales teams, pricing power, and of course, higher profits.

Helping companies develop practical ways to uncover and use these insights is literally a calling.