Don’t just focus on quantity consumed? Value to customers comes from many aspects – from ease of use, convenience, fit, …
To be precise customers value a product that is a better fit for the job at hand and easy to hire for that job. Be it form factor or ease of doing business.
Focusing on just one aspect leads you to not capture your fair share of the value created. What you see is the case of value staircase the flip side of value waterfall.
Plug the value leaks, you get to capture a share of it as better price.
How do you determine what your customers value?