- Flexibility in pricing creates economic value. If something is worth less to a client than your cost base will bear, they (and you) won't benefit from it unless you can bring down the costs. And if you can also capture some of the higher value to clients who do derive more value, you can reduce overall costs by sharing the fixed costs.
- Being competitive on price is important, but not critical - even in a commodity market
- Operational problems can usually be solved if you have the right product and price point
- If you want a sustainable, predictable business you need to keep the granularity of your sales smaller than your measurement time horizon (or your working capital)
Seven people remain: Raef, Lee, Kristina...no, that's not right. Yasmina, Ben, Lorraine, Howard, Kate, James and Debra. So if they're keeping things balanced, it's a woman's turn to be fired tonight.
Tune back in at nine o'clock and find out whether the candidates obey the laws of economics or if they're (predictably) irrational.
In the meantime, I recommend Anna Pickard's liveblog at the Guardian - enjoy the Adam and Joe videos while you wait.