### 4 possibly actions 1. **Eliminate** – Decide which factors taken for granted by the industry should we should not do 2. **Reduce** – Decide which factors should be reduced well below the industry’s standard (customers are being overserved, increasing cost structure for no gain). 3. **Raise** – Decide which factors should be raised well above the industry’s standard. 4. **Create** – Decide which factors not currently offered by the industry should be created (discover new sources of value for buyers, create new demand, shift strategic pricing of the industry). ## Sources https://blog.cloudera.com/what-is-your-value-curve/