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To be first to the future, be stubbornly nimble
Masters of Scale
How to Set an Initial Price for a Brand New Product When There's Little to Compare It
Alberto Rodriguez Navarro is the founder and CEO of Levita, which is a medical equipment manufacturer pioneering magnetic technology and robotics for minimally invasive surgery. How do you manage the messaging when people think that we are trying to replace humans with robots? And how do you set that initial price for a brand new product when there's so little to compare it? Alberto: Your true selling point is the way in which the product can make the customer's life better.
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