Charge more than your costs. Charge as much as you can. Charge as much as you should. Sound simple? It’s not…

The first rule of competitive strategy in a commodity market is to quit thinking of your product as a commodity. You may not ever see 80% operating margins or have all the pricing power you want. You also aren’t “exactly the same as everyone else.”
Every interaction with your company or its products, especially for consumers, [...]

You will never lose as much business to your competitors as you will to customer inaction.