compete

According to Michael Porter, there are essentially two ways to compete: cost and differentiation. A Dry Cleaning Story explains how one small company choose the trickier course of differentiation and suceeded.

“A local dry cleaning company has taken the leg up on competition, and I’ve happily given them all my business. Not only that – they convinced me to pay more money than I was paying at the previous cleaner I had used for 3 years.”