Today I had the opportunity to present at the Austin luncheon lunch on how to establish a premium position in the marketplace.

The key points form the presentation:

1. Building a premium product is about differentiating by focusing on a segment of customers who are willing to pay more for a product that serves them better. Premium products are created by value.
2. People buy emotionally – then justify their decisions rationally
3. People buy experiences
4. Price communicates value
5. Packaging communicates value
6. Happy, empowered employees create value