"You don't need to know pricing to understand value, but you need to understand value to find the prices that best fit your products, services, and strategic goals. Value management has three steps: creation, dollarization, and capture. These correspond to the deceptively simple questions I have asked throughout the book: What do you do for customers? What is it worth? How much of it will you capture? Only that last phase (capture) requires some knowledge of pricing."
Trecho e imagem retirados de Stephan M. Liozu em "Dollarizing Differentiation Value: A Practical Guide for the Quantification and the Capture of Customer Value"