How Did You Allow Yourself to Become a Commodity?

If that’s your question, here’s the snarky answer: Because you allowed it. An even more indicting answer might be because you encouraged it.

So what is commoditization? It’s the process that your buyers followed to reduce their buying decision to the lowest common denominator, price.

It happens because you have not found consistently effective ways to connect your unique value to the client’s business and personal emotions.