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Trade Routes: The Rising Price of Sameness Fatigue

By: Michael Wynne
Posted: April 2, 2007

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What were the criteria for establishing the price ranges of your company’s products? Were they based on the competition’s prices? If so, how many other key decisions of your company are still being dictated by those of your competitors?

What were the criteria for choosing your product’s distribution channels? Are those choices still valid? It is unlikely that your consumers’ needs, preferences and buying habits have gone unchanged. Are you getting your products and offerings to your consumers the same old ways?

The list of Sameness areas needing urgent attention evolves in tune with the marketplace. Be proactive, or find your company facing the experience of being changed by the impact of Sameness Fatigue on your consumers, which is more painful and costly than initiating change on your own.

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