Are You Trying to Commoditize People?

In the sales world we call it the race to the bottom. What buyers are trying to drive our price down by commoditizing them saying these are the things that I want, you know, how much is going to cost me. Part of creating demand is designing a category or subcategory that makes you the only option. And so there's a part of that which involves understanding your customers really well and defining who your target customers are.