Axia Value Solutions was formed in 2007 by Harry Macdivitt and Mike Wilkinson. Having met in Ireland while delivering a summer school at Dublin University, we recognised how closely our joint interests in understanding and leveraging value actually were. Since those early days we have written three books (The Challenge of Value, the Seven Challenges of Value and Value Based Pricing), have spoken at conferences around the world on the subject of value and have undertaken significant client projects on the implementation of a value orientation, particualrly around sales, marketing and pricing. Our real focus is on working with our clients to help them defend and grow their margins and build their profitability. We do this by helping them understand the real value of their products and services to their customers, and then helping them to differentiate, price and communicate that value effectively. We provide end-to-end support from establishing effective pricing disciplines through to developing an on-going value driven approach to sales, marketing and pricing and across the business. We take our clients on a value journey towards a value driven approach to pricing - but many of the benefits of developing a value orientation are seen along the journey, not simply as a result of arriving at the destination!