Responsiveness can be as important as price

People value money but they also value time, and if your service can be faster and/or more responsive customers are willing to pay more. Disney’s “Lightning Lane” (formerly “FastPass”) is proof of this — millions of people pay billions of dollars every year just to get in the park, and a huge percentage of them are willing to pay more in order to save time in line. I know the times that we’ve gone we always…