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Re: Undercutting as a business model

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Re: Undercutting as a business model
by Bill Davis on Nov 21, 2008 at 8:07:00 pm

If you guys all want to feel a LOT better - run out and buy yourself a copy of Malcolm Gladwell's new book "Outliers".

He's the guy who wrote Tipping Point and Blink - and is a leading business writer and social commentator.

Outliers is, among other things, about research into what it takes to actually achieve MASTERY at any subject. The contention is that it takes roughly 10 years of work to achieve a level of true professionalism in any area - video creation would be included.

The "take away" for me was to stop even TRYING to compete on price. It's never going to be my strength. I'll instead compete on my experience and judgement. The trick is to CONTROL the discussion so that you relentlessly bring ALL discussions relating to your work around to this point.

It's no different from recent politics. STAY ON MESSAGE. PRACTICE THE MESSAGE. DEVELOP SURROGATES TO DELIVER THAT MESSAGE. BE CONSISTENT. Your message is NOT ever price.

IT's EXPERIENCE. Period.

We can win the business worth winning on that - and when we lose, we're losing work that won't ever actually help us grow.

FWIW.






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