This Will Help You Frame Your Value Proposition

You're at a nice restaurant, looking over the wine list. At the top, there's a £300 bottle - so fancy it might as well come with a handwritten note from the winemaker. You smile and keep scrolling.

Further down, you see a £75 bottle. Still expensive, but next to that £300 option? It feels like a bargain. You order it, thinking you've made a smart choice.

But things are not really as they seem…