Leroy Hite founded Cutting Edge Firewood in 2013 with one truck and maxed-out credit cards, built the world's first luxury firewood company, and sold it eleven years later. I interviewed him on The Price and Value Journey podcast and I draw on that conversation here to explore the premium pricing strategy that shaped his brand, his customer experience, and ultimately his exit value.

Thoughts on differentiation for service providers after seeing a sign for whole hogs at Publix Super Markets.

In my presentations and in working with individual clients, I suggest creating a "velvet rope" for your raving fans, the segment of your...