Once again, we talk about how competing only on price is stupid and unpromising.

Let's not end up in a position like "if you have nothing else to offer - then offer a low price."

You probably have something for which people choose you besides price. That "something" needs to be understood crystal clear.

Perhaps it's simply solving some annoying client issues (I've said that word way too many times in this video - but it's just so apt).

And by relieving people of what they have to grudgingly go through with your competitors – you've already won the battle.

Processes are no less important than price.