Why excellent companies end up competing on price while others get to define an entire industry. The story of the UNRIVALS rhombus, from Cuina Turcului to Brâncuși, as a lesson in positioning, differentiation and captured value.
B2B branding isn't aesthetics. It's the architecture of perception, and, in the end, a mechanism of economic efficiency.
Most companies think they have a marketing problem. In fact they have a clarity problem, and the market charges for it on every acquisition, in higher CAC and thinner margins.
If you negotiate the price on every deal, the problem isn't that you're expensive. It's that the market sees no difference between you and the next one on the list.
