"Commoditization leads to the death of a specialty industry!" Hearing this at what I'd anticipated would be a sleep-inducing seminar on marketing, I pricked up my ears. The speaker was management guru Tom Peters, author of the best-selling
In Search of Excellence and
The Pursuit of WOW!. "Once your product is commoditized, all that is left to compete on is price," Peters continued, as I frantically scrawled down his comments, "and a small company will
always lose to the big guns on price!"