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Clawing Your Way to the Bottom

Five Ways to Avoid Commoditization in Your Business

Generally we talk about clawing your way to the top.  Seth Godin, one of my favorite marketing thought leaders, illustrates that clawing your way to the bottom can be true as well.

“Trading in your standards in order to gain short-term attention or profit isn’t as easy as it looks. Once-great media brands that now traffic in cheesecake and quick clicks didn’t get there by mistake. Respected brands that rushed to deliver low price at all costs had to figure out which corners to cut, and fooled themselves into thinking they could get away with it forever.

As the bottom gets more and more crowded, it’s harder than ever to be more short-sighted than everyone else. If you’re going to need to work that hard at it, might as well put the effort into racing to the top instead…”

Good food for thought!

All the best
David


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