Please note: This is a companion version & not the original book. Sample Book Insights: #1 In the past few decades, strategy has become increasingly sophisticated. Yet, many companies have little to show for their efforts. The most educated workforce in human history and corporate leaders with extraordinary skills. Yet, enduring financial success seems elusive. #2 A simple, overarching approach to strategy that is tied to financial success is needed to make sense of the many activities that take place in companies today. #3 The WTP-WTS model is simple. It is derived from the bottom to top WTP-WTS stick. #4 The WTP-WTS model starts with the bottom to top WTP-WTS stick. The core idea is to create more customer value by increasing WTP and improving price perception.