Sometimes we get so focused on seeing what’s there that we forget to look for what isn’t there.
Some of my favorite examples of this come from corporate logos that make use of negative space. For example, have you ever noticed the arrow in the FedEx logo?
Hint: Look at the white space between the E and the x.
Or how about the Hershey’s kiss candy hidden in the Hershey’s Kisses logo.
Hint: Look at the white space between the K and the I.
And then there are these zoo logos. You probably notice the elephant in this one right away, but do you also see the giraffe, rhino, and the Cologne Cathedral?
And the Pittsburgh Zoo’s logo seems like one of those optical illusions that is supposed to tell you something about your personality. Do you see the tree or the gorilla, lion, and fish?
Of course, these pictures are fun, but as usual, our point is really about pricing.
We pricing practitioners can get so focused on optimizing prices for the products customers are buying from us that we forget to think about the pricing for the products they aren’t buying from us.
Each of your pricing segments has a typical buying pattern — a group of products and services that they buy. If you line up a particular customer’s buying pattern against the group pattern, you might see some negative space — that’s the products they aren’t buying from you but are likely buying from someone else.
Obviously, capturing those missing sales could be a tremendous boost to your bottom line. But how do you spot those missing sales, and what can pricing do about it?
While you’re busy with that, we’ll be looking for the hidden Danish flag in the Coca-Cola logo.
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