Commodity Trap |

Author : Richard Mulholland | Coach : Richard Mulholland

Customer Perceived Value Pt 1 - You've heard that you're only as good as your product right? Well, sorry to tell you but you heard wrong. See, a product is just a commodity – and any business can get that because the truth is, there's not a whole lot of difference between things like actual coffee in chains or soft drinks – just the price and the unfair advantage of having a better brand. Which is why, instead of selling a 'thing', your business has to figure out how to become more than the thing it sells. Sounds tough? Not really – this deck is all about why better products often come last and how you can inspire your people to create the unfair advantage that makes you more than just another consumer option.