“I was trapped in the same cycle; competing on price, watching margins shrink, feeling like I was running a commodity business instead of the valuable service I knew I could provide.”
Twenty years ago, I was exactly where you might be now: frustrated, undervalued, and watching competitors undercut me at every turn. I had a big idea, yet I was stuck fighting for scraps in an oversaturated market.
So I made a decision that transformed not just my business, but my entire industry.
I stopped chasing every client and started positioning myself as the premium choice. It wasn’t easy—I had to turn away business, raise my standards, and trust that the right clients would find me. But here’s what happened: clients started coming to me.
For the past three decades, I’ve led this industry by being irreplaceable. The same positioning strategy that saved my business helped clients like Ernst & Young, Lloyds Bank, Cartier, and Vodafone escape the commodity trap.