Commodities and trust

There’s a paradox in the iPhone screen replacement business.

The shop down the street can do it cheaper than the Apple store, yet everyone still goes to Apple.

It turns out getting a new screen is not actually a commodity. A screen that’s poorly set causes problems far into the future. There are good replacements and bad ones. We’ve all had a screen that doesn’t work in the bottom right corner. You can’t click the apps or get anything to work in that region.

That is a painful experience. For a lot of people, it’s worth the extra $30 to have Apple do it right.

A company sells a promise that the screen will be good as new. We know apple keeps their promises, but the guy down the street doesn’t have the same luxury of a trusted brand.

So what is there to do?

Maybe that guy down the street is you and maybe you’re not selling iPhone screens. It’s a new app, or a service, or a workshop.

You’re not Apple and being the cheapest is a race to the bottom.

So what is there to do?

I propose you try something new. Be the most expensive, or the most fun, or the fastest, or the slowest or the weirdest, or the most exclusive. Be something, but don’t try to be someone else.