Giving up is living suicide. I choose life. The responsibility for ensuring your customers care about your differential value is yours. The big picture in marketing today is that we have highly sophisticated customers who have vast quantities of information at their fingertips. You don’t fool smart customers by spinning falsehoods. We are all servants…

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The question some suppliers constantly ask is “How did we get into a situation where the only thing that seems to matter to our customers is price?”  It’s an important question, and one where the unfortunate answer often is, in the words of Jimmy Buffett, “It’s my own damn fault”.

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