VALUE IS NOT A POSITION
If your primary selling and branding position is “good value” — then you have no position. Value is what every service promises. The price of your service must fairly reflect its value to your prospective client or customer, or your business will fail.
In services, value is a given, and givens are not viable competitive positions. If good value is the first thing you communicate, you won’t be effective. If good value is your best position… IMPROVE YOUR SERVICE.