In an increasingly crowded marketplace, fools will compete on price.

Winners will find a way to create lasting value in the customer’s mind.

Tom Peters. Quoted here: “Why You Must Prove Your Brand Has Asset Value” by David Aaker (via peterspear)

Once you understand how consumers are interacting with your products and services, only then will you have the insight to say, ‘How do I address those needs?’ Only then can you make the series of moves to optimize.