S02E13 Question Everything - the mantra used by Ian Humphris to fuel his marketing scale-up and £23 million exit.
Bulletproof Entrepreneur
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The Importance of Price
If you've got something to offer which is a specialism or an experience that you think is worth paying more for, then why shouldn't price be one of those last levers of positioning? If you can't as a brand or an organization determined for the buyer your difference, then they're saying, well, we've heard that eight times there's a tender, therefore you're all the same. The only difference we can see is how much you charge. It isn't cool. Not everything should be for everyone. That's really important. Targeting 101. You don't say that, but that VW Polar will do. Why compare? It's the stuff that isn't life alike.
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