"Cheap" is another way to say "scared"
Unless you've found a wicked new way to deliver your service or product, racing to be the cheapest probably means that you're not investing sufficiently in change.
When you're the cheapest, you're not promising change. You're promising the same, but cheaper.
The race to the bottom, especially now, is tempting, because nothing is easier to sell than cheaper. It requires no new calculations or deep thinking on the part of your customer. It's not cultural or emotional.
It's simply cheaper.
Low price is the last refuge of a marketer who has run out of generous ideas.
And that's why you should always start thinking and Doing it Differently!
Let's dive deep into your business and start getting those ideas going.