"Competing on more than price is getting increasingly difficult. There is excess supply in many markets. Many customers face financial pressures and want a bargain. They find them as they have more buying power than ever, be they a consumer with access to the Internet, or a business offering large contracts that you do not want to lose. The only way past competing on price is to offer your target market benefits that are relevant, unique, and hard for competitors to copy.Put simply, you need to be FABULOUS at something that matters to your customers.
To become FABULOUS, you must choose not just where you will excel, but where you will not try to excel."
Trecho retirado de "Is your business fabulous? It should be"