school as the last of the four Ps of marketing, Ford knew value had to be understood first. Oscar Wilde’s famous quip, “A man who knows the price of everything and the value of nothing,” was his definition of a cynic, not a businessman and certainly not Henry Ford. With respect to the pricing revolution taking place in businesses around the world, Ford’s understanding of this topic is truly prescient, as demonstrated in his autobiography, My Life and Work, published in 1992. It is worth quoting at length for the historical lesson it teaches. The notion that price determines cots was not foreign to Ford