Dickeson--Don't Play "Printers' Roulette"

That's putting it with brutal honesty, isn't it? But isn't that the way it works—and is supposed to work?

Let's say we agree. No more cost-markup roulette for pricing. We develop a systematic approach to customer-perceived benefits as our strategy and policy. (I don't suggest discarding your job-cost system. Just forget marking up costs as the way to price.)