What’s the difference between price and value? That can be a hard question for utilities to answer, because they are unable to differentiate on product. Water is water; power is power. Not for the big six or the water companies the luxury of offering luxury, in the style of John Lewis or Waitrose, to justify a higher price point. Instead, the extra cash customers pay for water and energy compared with ten or 20 years ago covers benefits they rarely see: higher quality standards for drinking water, new sources of renewable energy. Try putting that in box and tying it up with a ribbon.
Tell the people what they get for their cash
