CONCEPTS

The Value Axis

Value grows by following one axis all the way out — potato, fries, top-chef mashed potato.

value strategy

Riding one axis all the way out

A potato is a commodity. Cut and fried, it's a menu item. Reworked by a chef, it's the reason people book a table. Same ingredient, same axis — value comes from how far you're willing to walk it.

The full piece is queued. If this is exactly the thing you were looking for, say so — it moves it up the list.

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