The cost of something is obvious. You read it on a tag, calculate it on a spreadsheet, or determine it in your head. But value is vaguer. It is most often understood through experience and there’s rarely a calculable ROI.
The cost of something is the same for everyone purchasing the item. But the value is different for everyone.
Those that only see the cost will never enjoy the full benefits of why that particular thing exists. Similarly, if you’re making something just because you think you can produce it more cheaply, you’re missing the point of why people buy things.
As a marketer, your job is to show the value. It takes patience and resolve, but pays for itself time and time again.
As a consumer, don’t be like the skeptic who sees the cost in everything but the value in nothing. The world needs people who value value.