How do I stop competing on price?

Question

Efri Dereje · Accepted Answer

First, in your positioning, make sure you have a really good product. That comes before anything else.

Then in your positioning, try and make it a lifestyle instead of just competing on features and talking about competitors.

Because the moment you're comparing features with someone, you've already agreed to be compared, and the next thing anyone compares is price. You've put yourself in a spreadsheet.

You need to have your own mentality, your own world, if you want to stop competing on price.

That means having a point of view about how things should be done, and building the brand around that instead of around a feature list. People pay more to be part of something. They don't pay more for a slightly longer bullet point.

And stop mentioning competitors. Every time you name them, you're telling people to go and compare.