Comments on: Beyond Price – Change Your Business Model to Escape Commoditization

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By: Danielle Ingram

Danielle Ingram — Mon, 17 Aug 2009 07:46:12 +0000

This is a really interesting review, particularly in a recession it can be really easy to become hung up on price. However, it does serve well to look at what your company offers customers that others don’t and market yourself by focusing upon these differentiations.

By: Brad Shorr

Brad Shorr — Sun, 16 Aug 2009 21:30:57 +0000

Terry, It is extremely difficult to think like a customer unless you are dealing with customers on a regular basis. That’s why it’s healthy for marketers to spend plenty of time in the field. Ivory towers have few windows.

By: Terry Heath

Terry Heath — Sun, 16 Aug 2009 18:56:22 +0000

Often, we’re too close to ourselves to see the things which not only make us unique but make us marketable. I doubt many of us give much thought to our unique selling position on a daily basis, and in leaving that out of our decision process I think we perpetuate looking like the “other guys.”

I think it was Leonardo da Vinci who taught the importance of standing back and looking at the big picture when drawing. We need to do that in marketing as well, but not just seeing ourselves in the crowd, seeing what makes us stand out.

It’s a difficult perspective to maintain.

By: Martin Schultz

Martin Schultz — Fri, 14 Aug 2009 00:12:06 +0000

Competing on price allows only one real winner. The low cost producer. Unless you are that producer, and are prepared to do whatever it takes to remain the low cost producer, the long run is likely disaster. This is particularly true when you go to sell your business. You need to be able to differentiate you offering from others in your industry on something other than price while you operate. You also need to differentiate from others in your industry when you go to sell. For free related information on ways to prepare and differentiate visit http://www.selling-a-business-without-stress.com.

By: Brad Shorr

Brad Shorr — Thu, 13 Aug 2009 14:39:14 +0000

Fred, That is indeed a great quote: I wrote a whole blog post about it earlier this summer. The other one I love is,

“If customers could buy your offerings and be guaranteed benefits while never knowing anything about your industry or company, they likely would chose to know nothing about your industry or company.”

Actually the whole book is full of sharply phrased, keen observations about business in the real world.

By: Fred H Schlegel

Fred H Schlegel — Thu, 13 Aug 2009 13:53:06 +0000

I love the “communicating positioning is to strategic differentiation what painting a house is to construction” quote. I’ve been in too many meetings where all discussion was on promotion and advertising gimmicks to try and cover up deficits in product development. I’m not a pleasant person in such meetings, but you do have to work with what you have. Kay and Robert’s book is an excellent map for strategically avoiding price based competition.