A method of dynamically formulating value options that maximize customer satisfaction and company profitability includes identifying a set of demand segments for a company, each demand segment having a satisfaction value. The method further includes identifying a set of demand options falling under each of the demand segments for each product offered by the company, each demand option having a preference value. Whenever a customer demands a product, the method further includes interacting with the customer in a structured manner to determine advanced and ongoing preferences of the customer for the product. The method further includes setting the preference value of each demand option based on the advanced and ongoing preferences of the customer for the product demanded by the customer. The method further includes formulating a set of value options that satisfy the customer demand. Each value option has a set of demand options and a customer satisfaction value based on an aggregate of individual satisfaction values for the demand segments and the company profitability in satisfying the demand options in the value option. The satisfaction value of each demand segment is based on the preference values of the demand options satisfied within the demand segment.