"efficiency always leads to commoditization. Not sometimes. All the time."

"No doubt, when they think about how they can provide a better service, they come up with all kinds of great ideas, but none of them are experiences. Better service is efficiency, and efficiency always leads to commoditization. Not sometimes. All the time.
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Experience has nothing to do with the offering.
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Imagine if Canada Post had been able to see the writing on the wall, and instead of trying to only get better at providing better services, like drive-through windows, they instead converted most of their postal offices into coffee shops.
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What was stopping Canada Post from becoming something more like Starbucks? I mean, aside from imagination?"

Concordo em absoluto com a mensagem sublinhada. E ainda acrescento uma citação da coluna de citações que vai ao encontro da mensagem:

"When something is commoditized, an adjacent market becomes valuable" 

Trecho retirado de "Postcards from the Edge (of Oblivion)"