Blair Enns, an expert on business positioning and pricing, dives into the dangers of commodifying services, especially during economic downturns. He discusses how strong branding and strategic thinking can help maintain a business’s unique value. The conversation explores the pitfalls of hourly billing and urges adopting strategic pricing that reflects client value. Additionally, Blair highlights challenges in marketing educational offerings and shares insights on leveraging AI without surrendering perceived value. Practical tips for negotiation are also featured, emphasizing the importance of maintaining distinctiveness.