Now you will probably say: That’s all well and good but what does that have to do with me anyway? Why do I need to know all this? And what can I learn from it? Our clear and unmistakable answer: You don’t have to do anything! And as far as your knowledge is concerned – you can feel it every day at the checkout. Of course, there are divisions that are hitting top form right now and raking in dizzying profits. Biontech/Pfizer has seen the value of its listing increase more than a thousandfold, and that’s in less than a year and a half. Many an online provider has also managed to present reasonable figures. But the majority of entrepreneurs are struggling! Why? And how can all this be explained? It’s the nature of things. Most German entrepreneurs shy away from risk! Most think about yesterday instead of tomorrow, most look at what the competition is doing. And most make the mistake of simply waiting and parking their money in safety.
As a sales argument then only the issue of the price remains! This can be changed quickly and easily, usually crowned with success. And so, the price war dictates the missing innovation and the communication fields, that put in the foreground the price instead the uniqueness and the specialty of your product. And the consumer? He can compare prices – and he does. But neither the performance nor the quality or the value of a service is compared. 100 grams of ham are 100 grams of ham, and a kilo of tomatoes is a kilo of tomatoes. But 69 € flight ticket to Mallorca sells better than a 369 € ticket. And where all this is leading to, if one thinks about it rationally, does not interest anybody. So long as it’s cheap.
Read our blog “Think before doing”.