A race to the bottom is what happens when we try to be all things to all people.

It also happens when you continue to discount and drop your prices to gain market share, rather then try to differentiate on the merits of your product or service itself.

The problem with the race to the bottom is that you just might win!

And if you win, you might have to stay there.

Because now you own that dangerous place in the consumer's mind of being the cheaper choice, the discount option.

So...#1 be aware of when you are in a race to the bottom & #2 be prepared to pull out of that race before you win...or you might be down there forever.

PS: Thanks to Seth Godin again for the inspiration.

#differentiator #marketing #positioning