A definite must-read for any business owner is a book called The Dip by marketing guru Seth Godin.
There is a small part on the beginning that talks about the importance of being the best in the world at what you do. You might be reading this right now and thinking "The best in the world?? That's impossible." If you're thinking that, then you should quit what you are doing right now.
Not so fast! It's not time to close shop just yet. Let's look at what being the best in the world really means.
Let's say you own an ice cream shop. There are plenty of ice cream shops around town, so why should anyone else come to yours?
I think the first thing that comes to mind when trying to attract new customers is price. Find what the competition charges and drop your price just a little bit lower. In many cases, this cannot end good. What happens when your competition lowers their price even more? You will find yourself now engaged in an unnecessary war. You'll be cheating yourself out of profits, and many times quality suffers in an effort to reduce costs.