How do you define value? Can you measure it? What are your products and services actually worth to customers? Remarkably few companies in business markets are able to answer those questions. And yet the ability to pinpoint the value of a product or service for one’s customer has never been more important. The value itself may have little or nothing to do with the product’s market price – it depends on the product’s ability to satisfy customer needs or requirements. To be successful, companies need useful and practical ways to capture customer needs, measure how well they’re satisfying those needs compared to the competition, and build action plans based on what customers value to win in the marketplace.