There are two main areas companies now compete on: Price and Experience.
Competing on price is very difficult. I won’t say it’s impossible, but almost. How many companies can beat Amazon on price? Not many. Wal-Mart usually can’t beat Amazon.
The biggest way small businesses can be competitive is through providing a better experience.
Unique experiences scare the crap out of most big businesses.
They’re scared because…
…a unque experience takes extra effort.
….a unique experience isn’t safe. You’re going to alienate people.
…a unique experience is hard (but not impossible) to scale.
…a unique experience isn’t for everyone.
But providing a unique experience is your one opportunity to stand out and do something remarkable.
Price and product can be copied. Experience can’t.
And what is better at creating scarcity and value than something that cannot be copied?
Southwest gets it.
Look at the amazing experience they provided on a recent flight, with plans to have more in-flight concerts in the future.
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