Look at the chain of value, which extends from you and your suppliers, and ends with the ultimate end user customer. The relative importance of different types of value will migrate over time. Nothing remains static. Value Chain Ratcheting is the methodical and incremental adjustment of the type and nature of value that you add to this chain. Assess each component added in that chain, both from you as well as from other members of this economic ecosystem. Identify those components you can provide leaving the greatest gap between (a) your cost of providing it, and (b) it’s value to the ultimate end user or others in the same value chain. For example, does it make sense to provide expensive levels of service if your customers are unwilling to pay for it? No! Find ways of reducing the cost of that service, increasing the customer’s perception of its worth, or stop providing it.