Behavioral Advantage

CHAPTER 3

The Chemistry of Preference

Today’s market works to render the technologies and services we sell as commodities. This drives prices downward. Unfortunately, the market doesn’t realize that in doing what seems best for survival, it is actually killing itself. If it rejects anything but lowest price as a differentiator, over time, the finest providers will disappear. The marketplace will then have nothing left to choose from but the lowest bidder, who in almost every sense represents the highest risk for the customer. Thus, we are constantly challenged to re-differentiate our product and ourselves and improve on the presentation of our ...