Could you please explain the following in bold in easy English?
1. Offer consumers a superior value and do not allow your financial goals to drive pricing. In stead, you should get your costs down to the level needed to provide both superior consumer value and acceptable return for your organization.
2. We called for a plan that would break even in three years, no "ifs, ands, or buts." We said we would do this by achieving greater focus in laundry detergents.
Thank you in advance.
In this case 'drive' can be understood as 'control' or 'push'
'Break even' in this case means to reach a point where income equals outgoings