“Selling a solution is truly different from simply offering a revised bundle of pre existing products and services. Solutions need to be conceived, developed, sold, priced and delivered differently from a simple amalgam of their components. In other words, winning at selling solutions is not an incremental undertaking. You can’t just add on another component and adjust pricing models to deliver a higher-margin offering. That’s not a real solution – it’s simply a pseudo-solution. Instead, in a real solution, the measurable value of the integrated whole must be greater than the sum of the parts from the customer’s perspective, as increasingly informed customers will pay only for value perceived and ultimately delivered.”