This is a good article, and it pinpoints several things that companies, start-ups as well as established firms often forget:

1. Understanding the business, they are in.

The CEO of Rolex was interviewed and asked about the status of the Swiss watch industry. He replied, "I don't know. We are not in the watch industry". Rolex is in the lifestyle and jewelry business. Likewise, Red Bull is not in the energy drink business but the extreme sports industry. Think about the business you are in.

2. Companies must understand their customer's decision landscape.

The decision landscape is the complex set of influences and references that affect how we make purchase decisions. How external forces make it change, but also how you can change your customer's decision landscape. You might want to read my article on the topic here: https://persjofors.medium.com/the-changing-decision-landscape-600d1985d978

3. It is imperative to understand how each of the decision landscape aspects affects sales volume at different prices.

Once you know that, you can use the decision landscape's leavers to generate the highest sales volume, revenue, and profits.