The Price-Lowering Trap

Chris Do explains how lowering price sparks mutual discounting and destroys business sustainability.

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Episode notes

In this episode, Chris Do challenges the belief that creative work is a commodity and explains why lowering prices is rarely the right solution. He reframes competition through the lens of imagination, using everyday examples to show how value is created through differentiation, convenience, and storytelling rather than cost-cutting.

By breaking down familiar products like lettuce, money, and stock certificates, he illustrates how perceived value can increase dramatically with the right positioning. The episode pushes listeners to reconsider how they describe and package their own services instead of racing to the bottom on price.

Timestamps

(00:00) — Intro

(01:10) — Commodities and imagination

(02:35) — Adding value through packaging

(04:05) — Time to result pricing

(05:40) — Certainty and guarantees

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