A Rose is a Rose by Any Other Name. Embrace Your Inner Thorn.

Don’t confuse table stakes with key differentiators. While both are necessary to play, one will help you win
Commoditization is a choice. So is differentiation. Choose with which you wish to compete.
Congestion pricing is fair for consumers, but expect the nominally profitable major airlines to balk at it in the name of consumer fairness.
The term may be unpleasant, but the effect of price discrimination is better than the alternatives.
What drives selection within your category? That’s your category driver.
The object of your love is likely an irrational choice by outsiders. So is brand loyalty. Feed the emotional bond.

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