Fity years ago, most o your choices were xed. Tere was one grocery storein town with two brands o four. Your television had a dial with ample roomon its ace or the one o three networks you’d be watching that night. Goback a little urther and you can nd names like Rockeeller and Carnegie who amassed ortunes by controlling oil and steel options.Now the baking aisle stocks dozens o types o four rom all-purposeto sel-rising to the oxymoronic white-wheat. Your television now needsa second or even third electronic box to manage the hundreds o networksand to record what you can’t watch in person. And the lessons o steelmakers were picked up by sotware developers, but the story seemsto be ending dierently.Fixed has been replaced with fexible. Control o a product category,distribution channel or branding message no longer exists. While this isbeing heralded as a boon or customers, companies have been slower to adaptto the new terrain. Companies with multi-national presence and individuals with multitudes o projects both need to create a new set o strategies.Tis ebook collects the commercial aspects o cost, price, and margin andpresents a variety o alternatives about how to make your way in the world o innite choice.