Customers demand Faster, Better, Cheaper from retailers all the time. This triangle of demand drives businesses into the quadrant of red water competitiveness and the price wars start. Margins are cut, service is compromised and quality fails. Major retailers are good at this because they will never supper themselves, they just pass the pressure ball back to their suppliers and squeeze them into reducing costs without allowing them any room to move at the same time pushing prices up for the consumer. It is always the small guys who suffer and end up circling the drain.

So what is the answer? Escape the commodity trap and get out of this rat race to hell and bankruptcy. Blue Water Marketing, the art of creating a clean slate of client-centric service based on the experiential market. When you make a customer feel so good through how you offer them your service or product, price fades into the foggy distance.

What would be the top two most craved commodities in the world today? Some would say oil and food. Others would say safety and health. But actually what people crave most is Convenience and Experience above all else. Offer these to your customer first and your business will move swiftly out of the red water into the clear blue water of business growth.

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