I research, develop, and advise on implementing strategies to identify and leverage opportunities, and eliminate complex problems. As an advisor, company director, advisory board member and mentor, I work with organisations of all shapes and sizes to drive the consumer and business behaviour that maximises performance with strategies that minimise costs. Eliminating marketing waste is a passion. Over 30 years, I have learned that too many organisations spend too much on initiatives that are not cost-efficient. My primary expertise includes: • Research – including customer insights and behavioural economics. • Brand – including defining, creating and communicating a brand. • Marketing – addressing -product, experience, pricing, and distribution. • Communication – addressing both traditional and digital channels. • Business development – systematic B2B business generation. I am passionate about identifying and implementing ethical strategies – driven by objective, critical and lateral thinking. ESG can and should be more than an acronym used in annual reports.

1. Think twice
before relying
on supply and
demand

10. Wine 1
Priced at $5.00 – received an enjoyment rating of 2.25 out of 6.
Priced at $45.00 – received an enjoyment rating of 3.5 out of 6.
Wine 2
Priced at $10.00 – received an enjoyment rating of 2.5 out of 6.
Priced at $90.00 – received an enjoyment rating of 4.1 out of 6.

12. THE INSIGHTS
1. The intuition that lower prices will increase unit sales is
flawed. Beware of relying on intuition.
2. The laws of supply and demand do not apply as well as
many think. Beware of traditional economics.
3. Price is as much a perceived measure of quality as it is a
factor impacting on the perception of value.

13. QUESTIONS TO PONDER
1.With the right strategies in place, how much more could
you increase the price of your product without diminishing
sales?
2.What are the expectations of your customers and potential
customers. What is it worth to them to get exactly what
they want?
3.Which product categorisation might best drive the
perception that your product offers superior value and
should attract a premium price?

14. To find out more - visit...
www.djohncarlsonesq.com
Or email me at...
johnc@djohncarlsonesq.com