Avoid The Commodity Trap: Raise Your Price!

My new article for Brand Quarterly is out now!

I recently suggested an unconventional idea to my consulting team.  I proposed that we tell our clients and prospective clients this:

We are the high price leader.  

NOBODY charges more than us.
In fact, if you find a company that charges more, we will gladly match their higher price AND add an additional 10%!  

We will NOT be over sold!

My team enjoyed a good chuckle… until they realized that I was serious.  I suggested this scenario because I wanted them to think long and hard about how we can continue breaking out of the commodity trap.

You can read the full article here.