You can protect your price position only if you establish a value-based difference that is sustainable. The essence of your difference must be predicated on the things you will and won’t do (your strategy requires “yes” and “no” binaries such as ‘Yes, I will work with people with an appetite for change.’ or ‘No, I won’t work with people that lack an appetite for change.’). It must also be based on choosing to perform activities differently than your competitors. Failing to articulate these distinctions devolves in to a low value low price bake-off. That’s not a strategy. That’s capitulation.
