December 14, 2015 | Leave a comment This principle is one of many in a series of principles taught by Marshall Thurber Theory The client/buyer is more fully informed today due to the vast information available on the internet. They have alternate sources of supply for the product/service you provide, Unless you are unique and adding value then you have a commodity proposition Focus on not just your product/service, but on the experience the client/buyer receives by purchasing your product/service.