I learned long ago that if I don’t establish my value, someone else would. And the value they establish won’t line up to the truth. When establishing value, don’t think in terms of price or affordability. Think about the results you deliver. They have to match the promise in order for the value to be accepted. You decide what your value should be, not the consumer. But whatever you choose, you have to be prepared to stand by it. Remember, value is not just about price.