Exceptional companies "think different" from others. According to Deloitte researchers, they follow
three rules:
1. Better before cheaper: Compete on differentiators other than price.
2. Revenue before cost: Drive superior profitability with higher prices or higher volumes, not lower cost.
3. There are no other rules: Change anything/everything in order to abide by the first two rules.
A modern spin on
Emerson's aphorism:
Build a better mousetrap, and the world will beat a path to your door.
Keep making the mousetrap better, and don't raise prices too much while you're doing it.
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