Cheap is not an attribute

“We are the cheapest in town!”

But at what cost?

Being cheapest does not mean you are not delivering value (they are different things), and you are inviting comparisons to others.

Being cheapest means your only measuring stick to determine if you’re doing the right thing is controlled by your competition. The moment somebody is cheaper than you, you lose.

Being cheapest is the quick route to, you guessed it, the bottom. It’s not a race you want to win.

Don’t be cheap. Be remarkable.