Differentiation, Differentiation, Differentiation

Be aware that there are two 'gaps', or surpluses, whenever any product or service is offered for sale.  There is the gap between what the customer is willing and able to pay and the 'market price', in other words between their perceived value and the market price.  This is the "buyer's profit."

“Developing strategies for charging different prices for different
  value takes innovation, creativity and a willingness to experiment”

There is also a gap between the price the producer would be prepared to provide the product/service for and the price it is actually sold for.  This is the "producer's profit." Whilst buyer's profit makes customers happy, it is producer's profit that makes firms and individuals rich.

If a supplier can identify and segment customers willing to pay more, presumably for more perceived value, they can capture some more of the buyer's profit too.  Developing strategies for charging different prices for different value takes innovation, creativity and a willingness to experiment.

Anything can be differentiated - This is what marketers are paid to do.  Therefore there is no such thing as a commodity, only lazy marketers!

You can differentiate yourself at low cost - It's the perceived value that matters.  All it takes is imagination!

“Anything can be differentiated.  There is no such thing as a
  commodity, only lazy marketers!”

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Service providers who charge for their time or their materials, or whose prices are influenced by their competitors can find out how to get paid what they're really worth at www.sws3.co.uk