The value stick model in business is a framework where the willingness to pay, price, cost, and willingness to sell are represented as layers on a stick. The difference between price and willingness to pay is consumer surplus. The difference between price and cost is value creation for the company. The aggregate value creation is the difference between willingness to pay and willingness to sell. The framework emphasizes the importance of increasing willingness to pay rather than raising prices, as it increases consumer surplus. It also suggests reducing willingness to sell by making employees and suppliers feel fairly compensated at lower levels. This approach focuses on adding value to consumers and finding ways to share that value, as well as specific techniques to lower willingness to sell. This framework is presented as a fundamental idea for businesses to consider.

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