Any executive who has read this far would agree with the statement that the Mustang’s profits are more desirable than the Corvette’s. If you agree, what would your company have to do differently in terms of creating value, setting prices, and planning costs than it does now? Iacocca intuitively understood the Pricing on Purpose chain above, probably because he had a marketing background and understood the difference between looking outside versus inside an organization. Certainly the Austrian economists understood that price dictates costs, but it was a lesson largely forgotten by companies as they embraced costs-plus pricing