There should be no need to shout.


Most products are average. They target average people with average marketing and sales campaigns. 

When you have to choose between average products you select the cheapest one. This creates a race to the bottom. Whoever can do something cheaper will get the customers. And there will always be someone able to do things cheaper than you. 

Companies that offer average products also have to over-shout each other to get your attention. Just think about the amount of calls you receive from insurance companies and internet and providers.

Now consider having a great product. You can charge a premium price that people happily pay. It also allows you to earn attention instead of having to buy it. What do you think is the best long-term strategy?

About the author

Ivo Oltmans
By Ivo Oltmans


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