We've seen it time and again: a talented founder with a world-class service struggling to close deals because they are being compared to low-cost alternatives.
The Commodity Trap
If you look like your competitors and sound like your competitors, you are a commodity. Commodities are traded on price. This is the death of margin and the end of premium positioning.
Breaking the Comparison
To stop competing on price, you must change the criteria of comparison. You don't do this with a discount; you do it with a Brand Moat. You must create a category of one where you are the only logical choice.
The TVA Approach
We work with our clients to develop proprietary frameworks and intellectual property that make their process unique. When your process is unique, your output is incomparable.