Cost is a fact,pricing is a policy, and value is subjective.In order to optimize profit, an organization should devote more of its resources and intellectual capital to creating value ,then in turn set prices to capture that value.This forces the organization to constantly look outward,Where all the results of any business take place.Cost and price are rather passive factors;the value is the essential ingredient.And since all value is subjective,it is an iterative process. After all,a price is nothing but an objective among being placed upon a subjective value,which is going to leave plenty of room for trial and error.