Companies often approach value propositions and pricing from the inside out: What do we make? What does it cost? What are competitors charging? In this final episode of the Opportunities Hidden in Plain Sight series, Tom and Mary explore what happens when companies instead focus on what customers actually value—from a conference provider that increased prices 33% to GE Healthcare's reimagined MRI experience and Rolls-Royce charging for engine flying time.

Apple has revealed its new foldable iPhone—but what position will it ultimately try to own in customers' minds? Mary and Tom explore three possibilities: turn the technology into one powerful functional benefit, leverage the emotional value of the Apple brand, or turn Apple's late arrival into an advantage. Along the way, they show how B2B marketers can use the same principles to develop stronger positioning—and test their ideas against three criteria: Unique, Important and Believable.

Companies often assume differentiation requires inventing something new, but some of the best competitive advantages are already hiding inside the products and capabilities they have. In this episode of the Hidden in Plain Sight series, Tom and Mary explore examples ranging from J&J's new Ottava surgical robot to a late-to-market pharmaceutical product to show how looking at different customers, stakeholders, and benefits can uncover meaningful differentiation that was there all along.