In the long run, there are only two sustainable positions–you sell less for less or you sell more for more.
It's tempting to think that you can pull a Wal-mart and appear to deliver more for less, but that's far more rare than it appears. And the market is smart (and getting smarter) so delivering less for more, while apparently a great gig, doesn't last.
People are going to figure out what's on offer, and they're going to seek out real value. For some, that means getting a little less (less service, less quality, less panache) and paying less, or getting a lot more (more meaning, more insight, more joy) and paying a bit more.
Time to pick.
[After I published it, I realized that something about this post isn't quite right. Here's my take:
More or less are simple concepts to understand in the scarcity-based industrial economy. If I want to put better butter in the croissants, I need to pay more and charge more for it…
On the other hand, the connection economy isn't based on scarcity. And in an abundant world of connection (where tribes become more valuable as they scale, where vulnerability and art are valuable in and of themselves) then in fact, yes, you can have more for less. The benefits of the trusted, integrated community, the one that gives permission and seeks to be in sync–these benefits actually open the door for delivering more… in exchange for the guts and the tears it takes to do that scary work that we seek to connect over.]