Most companies spend a tremendous amount of time trying to compete at the bottom of their market, because at first glance, it seems to be the way business works. People often believe that you must start at the bottom, slowly overtaking one competitor at a time. This is a time-consuming and expensive approach and fortunately it is one that you do not have to follow.
If you follow the status quo, your marketing can not change the perception consumers have of your company, so your only choice is to be louder than your competitors. The price tag to do this adds up quickly and is almost always cost-prohibitive for all but the largest companies. However, if you set your company apart from your competitors by offering far more than they do, it will be viewed as an industry leader rather than just another commodity. Instead of spending all your time and energy trying to compete at the bottom, stand out and climb above the chaos
