It's almost laughable how companies will go mad about price reduction and loose a fight which no one can win.
You cut a dollar, they cut two. Then you cut four and so it goes till there is nothing more to lose. And guess what? Customer hardly cares - ask them how much your stuff costs, they won't know.
There is a limit to how much you can complete on price. Go unlimited - innovate. Innovation is unlimited. Creativity is unlimited. Ways to server your customer is unlimited.
Innovation creates remarkable things and people don't care about their prices. They just find new ways to love it.
Soft innovation is the new frontier of war of brands. If you are still busy fighting on prices, you've already lost it.
You are reading a post that I wrote a long time back—at least 14 years ago.
Take it with a bag of salt.
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