[warrenm]

Never ever compete on [low] price!

You can not win - there are too many other options that are the same (or cheaper) than you to do it

Compete on quality - every time

Do not undervalue yourself

If you are a general contractor, do not aim to the cheapest in the area ... homeowners will shy away from you

If you are a consultancy, do not aim to be the cheapest for the product/service you offer ... businesses will shy away from you

Do not aim to be the most expensive - but DO aim to be "the best"