
For just about everything, people will go with the less expensive of the choices they are presented.
If the features and functionality appear to be identical, 9 times out of 10, they will choose the least expensive that meets their needs.
When faced with this truth in business, you have a few choices:
You can attempt to be the low cost provider, but it is almost impossible to maintain.
You can be the most stable and predictable, but in the ever changing business environment, this can make you the most generic and limiting solution for your customers.
You can rewrite the game to be the only player (best strategy).
Designing a new logo for your business doesn't do any to help move your business further, it merely misleads you to believe you are becoming better. Same with buying a new PDA, getting a new job title and rearranging your office furniture. They keep you preoccupied with doing tasks that won't make a difference.
The most impactful strategy is to change the game, not change your team's mascot.



