A bottle of Coca-Cola costs €1 at a corner shop, but can cost €5 in a high-end bar. A bottle of water is cheap on the street, but incredibly expensive once you’re past airport security.
The product is identical. The price is radically different. Why?
The corner shop sells a product. The bar sells an experience—the ambiance, the music, the perfectly chilled glass. The airport sells convenience—the solution to a problem at the exact moment you need it.
Many business owners focus only on perfecting their product, but neglect the system that delivers it. In our AIDAPTMAP “Car Model,” we call this system “The Engine” (Operations). A modern, high-performance “Engine” isn’t just about manufacturing; it’s the entire operational process of creating and delivering a valuable experience to your customer.
The bar’s “Engine” is designed for atmosphere. The airport’s “Engine” is designed for logistics and convenience. They are operationally different, and therefore, they can command different prices.
Ask yourself these questions about your own “Engine”:
- What is the experience I am wrapping around my core product or service? (e.g., packaging, customer service, delivery speed, ease of purchase).
- Where are the points of friction in my customer’s journey? (e.g., a confusing website, slow response times, complicated payment process).
- Am I operating for maximum efficiency, or for maximum perceived value?
By focusing on your “Engine,” you can stop competing on the price of your “product” and start commanding a premium for the value of the “experience” you deliver.
