Dollarize value to the customer. Customer centricity is important. It allows you to understand what motivated your customer and how you might be able to exploit it to help your customer and increase your profits by doing so. What does your customer value and what is it worth to them?
Sustainability and sustainable content. What small changes can you consider to make your product more sustainable? Is a 3rd party certification (i.e., EPA Design for the Environment, USDA BioPreferred, Green Seal, etc.) important to you or your customers? What added sustainability benefits will the customer pay for?