On our July 11th show we discussed The First Law of Marketing: The Value of Value. The Second Law of Marketing—that all prices are contextual—is just as critical to help your organization communicate value, and help convince your customers to pay for that value. Most customers are not price sensitive; they are value conscious. So how can you communicate value, rather than simply competing on low price? One of the most customer-centric strategies your company can deploy is to offer an array options to your customers. Customers prefer options, especially in today’s world where they face a plethora of choices regarding who, when, what, and how to patronize a business. We simply must get over the false idea that there is one optimal price for a customer. There is a range of optimal prices, commensurate with the value being created. We will also discuss Goldilocks pricing, along with the Anchor and Framing Effects involved in pricing.