GFI (and the alternative)

If you can provide the cheapest, fastest and best option, there will be a line out the door for your service or product.

Most providers know, though, that good, fast and inexpensive are trade-offs. You will have trouble offering all three.

And in a competitive marketplace, as soon as someone starts racing to the bottom and cutting corners, keeping up is brutal.

The alternative is to walk away from the race.

Instead, offer just one: You’ll pay a lot but you’ll get more than you pay for.

In every market I can think of, there’s always demand for an option that is noticeably faster.

And even more so, there’s a market for something that’s obviously better.

The hard part isn’t finding the market. The hard part is keeping the promise.

If you were required to charge five times what you charge now, how would you change what you offer?