Low price is a great way to sell a commodity. That's not marketing though, that's efficiency.
If your project or organization depends on knowing things that other people don't know (but could find out if they wanted to), your days are probably numbered. Ask a travel agent The alternative, while difficult, is obvious. Provide enough non-commodity service and customization that it doesn't matter if the ideas spread. In fact, it will help you when they do.
Competence is no longer a scarce commodity.
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