June 17, 2024

Avoiding the “Race To Zero”

The term “race to zero” is a (darkly humorous) reference to competitors who undercut each other’s prices until one of them “wins” (i.e., ends up charging $0 for their product or service).

Clearly, this dynamic results in abysmal profit margins for everyone in the race.

Which raises the question:

How do you avoid the race to zero?

Here’s how:

By being different from your competitors in ways that are meaningful to your ideal buyers.


Do you know what your ideal buyers care about?

If not, you might want to find out.