You see, when you can maintain your edge in the market above and ahead your rivals, you can enjoy the best in your professional life, but this is not always easy in such a dynamic and volatile environment we live in.
Another thing I have observed through the continuously changing world around us that what was once of premium value is no more. Evolution keeps moving forward and leaving lots of things behind with no more premium value as they used to be. Just think about it and you will see what I mean !
You may be able to envision this concept if you could visualize what I call the "commodity line" which is an imaginary line that keeps moving forward with time and evolution, leaving "commodities" behind and highlighting "premium value" areas where we can focus if we want to maintain our premium value.
Just to make sure we understand the difference.
- When you operate below the commodity line, you would be dealing with commodities at no premium value. You would mostly-likely be one among many others who would be offering more or less the same thing. Competition would be high and prices/profit margins would be very low due to competitive pressures,
- When you are in the "premium value" market, you would enjoy a good market position, with few other players (or none) in these premium value topics. You would face less competition, and you would be in a comfortable position to charge premium prices/fees for these premium value products/services that you are offering above the commodity line.
If you take a closer look at this commodity line, you will see that it is positioned a bit into the near future, but not far into the future to lose connection with realities around us. This positioning helps us focus on emerging new paradigm opportunities that result from continuous changes in technology, marketplace, and environment.
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