Meaningful and Sustainable Differential Advantage (MASDA) is the fundamental concept that determines pricing power in today’s competitive marketplace. It represents the intersection where customer value perception meets sustainable business differentiation, creating the foundation for premium pricing strategies.

The Four Critical Components

Meaningful: The product or service must deliver benefits that customers recognize, value, and consider essential to their needs.

Sustainable: The advantage must endure over time, withstanding market changes, competitive responses, and technological disruption.

Differential: The offering must be distinctly different from competitors in ways that matter to customers.

Advantage: There must be a clear competitive edge that enables premium pricing and market position.