Top Highlights

• ‘Why do we do it this way?’ ‘What is our strategy behind doing this?’ ‘What would happen if we stopped doing this?’ ‘What would happen if we started doing that?’ ‘We think this is true, but is it really?’ ‘How do we really know our customers want what we are selling?’ ‘What are we doing to make sure we are staying relevant to our customers?’
• trying to compete on price alone simply shows a lack of imagination, especially when we are living in a world where, now more than ever, people are actually prepared to pay for quality.
• the most competitive space for the majority of businesses is in the cheap end of town. This works for some: think fast-food brands.
• instead of slugging it out with a pile of competitors, slashing your prices just to get a sale, working with people who show no real loyalty to you no matter how hard you try, and who don’t appreciate the extreme level of service you offer and the value you bring, you consciously change your world to one that is far more rewarding. Imagine you are ...
• while I say someone has to be the most expensive because I love that concept, what I really want is for you to start charging what you are worth – even if that doesn’t make you the most expensive