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.

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