In this talk, Dr. Claude B. Kershner IV explores the hidden dangers of the commodity trap—a cycle that forces entrepreneurs to compete on price, crushes margins, and keeps small businesses from growing. Drawing on the research of Dr. Michael Morris and real-world examples, this session breaks down each element of the trap—no differentiation, low entry barriers, high unit costs, limited capacity, intense competition, labor intensity, and low bargaining power—and shows how they reinforce one another. The discussion then turns to practical solutions: how to create meaningful and sustainable differentiation at the core product, tangible product, augmented product, and communicated product levels. With stories of companies like Enterprise Rent-A-Car, copier firms, bowling alleys, and community entrepreneurs, listeners will learn why competing on price is a dead end and how to become, in Jerry Garcia’s words, “the only ones who do what you do.”