Being really good at what you do has two advantages:
If you are in a crowded space, being the best grants you some separation from the commodities, and allows you a price premium.
If you are creating a space, you will automatically scare off competitors as they can only compete on price. Claiming the top end makes the whole category less attractive.
Being really good might be more work than being a commodity, but there are greater rewards in it.
Peter
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