Commoditization Pressure in the Market Place

Commodities in the market place are differentiated only by their price. So commoditization happens when architectural services are perceived as equivalent or the same, from firm to firm. You may be experiencing commoditization pressure if you estimate the fee for a project and then later reduce it out of worry that it's too expensive for the client to stomach. When clients ask you to discount your fee to compete with cheaper competitors, this is a symptom of commoditiation.