Success in the Choice Game depends on a company’s ability to create packages and prices that align to the needs and preferences of well-defined customer segments. Your path to growth depends on:

• Defining a coherent lineup: Segment your customers based on their value perceptions, then design a balanced, simple, and fenced portfolio that also enables customers to trade up as their needs change
• Anchoring prices to segment-specific value perceptions: Define the offer structure (such as good‐better‐best, package size variation, or a hybrid approach), then develop customer programs, transaction incentives, and prices that work as a system
• Helping customers make choices: Use behavioral science techniques such as the compromise effect, decoy effect, and anchor mechanism to guide customers and help them self-select in a mutually beneficial way.

The portfolio and the techniques you use should have the resilience to weather economic cycles as well as significant shifts in customer perceptions and preferences.