Often times a person’s perception of a product is formed as soon as they learn the price, like when they first see a product on the shelf of a store. And while their final decision to buy may be based on price, it’s more economical to base it on value, and that perception may differ for everyone. Value is defined as worth or importance; the adequate or satisfactory return on or recompense for something.

For small businesses the process of establishing a niche or value-add to distinguish ourselves from others starts with focusing on what you do, and how you do it. What is it you do absolutely better than anyone else? What do you do faster, or more efficiently, or with better results? How is your product or service distinctive from others in your industry?