The assumption is that when you cut cost, you create value but that isn’t true. When you cut costs you make things cheaper, not more valuable. There is a difference.
You create value by increasing what you give. Increase the quality and quantity, sure, but don’t overlook or undervalue the magic created in the immeasurable elements that bring comfort and confidence and joy to an interaction.
Create a memory. Create something that is worth looking forward to and talking about later.
When all your competitors are busy increasing value (sigh) by cutting prices, you can actually attract a few new fans by increasing value and raising benefits.
Becoming a commodity is a choice. Friends don’t let friends become commodities. We’re here if you just need to talk.