How To Get Wired To Win The Race To Zero. A Foolproof Way To Underprice Your Work.

Penalizing efficiency

I was wired to win to race to zero.

  • “lead the market with a cost leadership ‘strategy’
  • “use penetration pricing to get more market share (when i created the category)”
  • “you have to cut the possible competition by being aggressive in your low pricing
  • “You. Have. To. Win”

The dangers ahead

  • underpricing, underpromising and overdelivering
  • constant discounts for “exposure”
  • “promised” future work

It’s not too late




Strategy Designer for Indie Consulting Firms

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Rod Aparicio

Rod Aparicio

Strategy Designer for Indie Consulting Firms

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