Duct Tape Marketing: “If you can’t find a way to differentiate your business from every other business that says it does what you do. And, if you can’t communicate that difference in a way that really matters to a narrow target market, then you’re basically in the commodity business. If I can’t tell how one business is different than another then I will use the only thing I can measure — price. Yes, the driving force in the commodity business is always price.”
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