I recently received an email from a business acquaintance who had somehow come upon the book I coauthored and published in 2010 (CoDestiny: Overcome Your Growth Challenges by Helping Your Customers Overcome Theirs). His email explained that he and his firm were grappling with the challenge described in the case study in the book’s first chapter, namely that of capturing value from innovations offered to customers who seem to care only about price. His email included the following observations: