In today's episode, we want to do, I suppose a little bit of value discovery, which is a topic we discuss when we get into value-based pricing and what you can charge more for. What is the value-added to your business? Often you hear we are Australian owned, we are Australian based Australian owned and managed. And the question is, is being Australian owned, is being an Australian company of value. And of course, this can be different for whichever country you're listening to. What is being a domestic manufacturer or company is seen as a plus by your customers? Why would a potentially be seen as such? And how can you maximize the value you get from that?   TIME-STAMPED SHOW NOTES: [00:00] Introduction [01:10]Customer psychological impact on buying local products [03:27] Global Supply Chain [06:13] Customer patriotism [09:17]  D globalization era   I think over the years we've heard a lot more about Australian owned,  Australian made and you can even see in clothes labels when we all know quite rightly that a lot of things are now produced offshore like in China. But now people are saying you know even designed in Australia, designed in the US because there is still some kind of pull in the customers' mind. There's some psychological impact of going buying from your own country. Now, there's one reason there, some emotional attachment makes sense. But in terms of more modern-day recent changes economically predominantly pushed by COVID. We've seen you know that Australian-made becoming more predominant as a result of supply chain shortages. So for instance, in b2b manufacturing, customers have been more willing to pay for locally produced products based on the supply chain because they could get what they needed quicker. Not having to wait. That was at the beginning of COVID. But as COVID went on, you know two years later, what we've seen now is there's been a dramatic shortage in supplies. So even though things are made locally, if you can't get the raw ingredients to make things so there's been and also labour shortages. So even though you are or have an Australian made base, manufacturing base, so you've got things set up here. Things can't be produced. So now people thinking actually do you know what? Maybe the Australian made isn't good the local isn't a good factor. We're not getting what we need right now. So probably more willing to pay for overseas goods because they're coming quicker to us. So I think you know, there are trends and flows with Australia made there's an emotional connection which I mentioned before, and then there's that more technical supply chain need, you know, there's a risk. I need that stuff now. And I'm willing to pay for it, but it's just not there.    I suppose on that point. It is a global supply chain. Now, I guess and we've really seen the pros of that in recent years with prices dropping, and China coming on stream as a major manufacturing powerhouse, really, in the last 30 years. Obviously then with COVID With all these different things we've seen, you know, the shortcomings of that as well. Are we ever going to be able to unwind that and purely domestic focus manufacturing without importation? I don't think so. I think we can always be pretty sure that there will be these issues, you know, in my mind it comes down. I suppose this conversation is a little bit focused on manufacturing. You know, obviously, services are slightly different but in manufacturing my view is there are two questions. Do you think there's a patriotism aspect, you know, do you value buying it from that country because there are ancillary benefits such as employment such as, you know, helping your own country develop your own city, seeing people employed seeing the spillover effects, such as you know, in Australia, we saw when the car companies shut down, Toyota, Ford and Holden, when they left even in recent years, it wasn't just the manufacturing jobs were to spill over into parts into you know,