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World Aircraft Sales, Sept 2013
by Ken Elliott
Forever the frugal partner, my wife for years diligently selected the lower cost shoe, then complained of foot pain and sought the advice of medical experts. She will willingly admit to ignoring my suggestion that the quality and subsequently price of the shoe is directly related to the comfort of the foot. One day after all other avenues were exhausted she relented and purchased an expensive pair of Walking Company shoes and has never looked back on the need to evaluate value when making choices.
Older and wiser today we both make decisions based mostly on a value equation. Another great example of that is choice of vacations, particularly accommodation. For some folks the vacation is about sightseeing and not where you stay. After experiencing several hotel mishaps, for us it became very important to consider the hotel. However that choice is subject to a value equation where price is only one of several...