The Futur with Chris Do

How to Beat the Competition Without Lowering Your Prices w/ Chris Do | Ep 415

27 snips
Jan 24, 2026
They challenge the idea that creative work is a commodity and explain why cutting prices harms businesses. They explore how imagination, packaging, and storytelling turn plain products into premium offerings. They show how time-to-result, certainty, and guarantees boost willingness to pay. Everyday examples like lettuce and luxury fruit illustrate how positioning creates value.
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INSIGHT

Commodities Are An Imagination Problem

  • Commodities only feel inevitable when you lack imagination to reframe them.
  • Chris Do argues differentiation comes from creative packaging, not lower prices.
ANECDOTE

Lettuce: From Cheap Head To Premium Salad Kit

  • The head-of-lettuce example shows incremental packaging multiplies value many times.
  • Chris Do describes pre-washed bags, salad kits, and celebrity-branded packages that command far higher prices.
ANECDOTE

Framed Stocks And $150 Cantaloupes

  • Chris Do recounts extreme pricing examples like $150 cantaloupes and framed stock certificates.
  • These show any product can be repositioned to extract higher prices through story and presentation.
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