How often do you see luxury cars working as taxis? What about luxury brand of electrical power? When buying a commodity, we might choose the less expensive alternative from similar offerings.
If we consider paying more for some set of features, we should clarify the connections between the features and value they bring. This is the main way to ensure that extra features are not bought just because relevant solution is better. It might be a good idea to ask ourselves, 'There are many great solutions, but do we really need the best one to get specific business outcomes we seek?. The following sections will give more information how to track and ensure that all the decisions consistently aligned with the value they generate.