Be the Go-To Quotes

“What a Go-To Brand Does Differently”
― Theresa M. Lina, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It

“be absolutely unique in a particular market, offer something of very high value that is in high and urgent demand, and charge high prices while prospects line up at the door.”
― Theresa M. Lina, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It

“A related trend is today’s vanishing barriers to entry. In many industries, especially those that are technology driven, your competitors need almost no capital to threaten you with cheaper or better alternatives.”
― Theresa M. Lina, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It

“On a personal level for many people, you know you’re a commodity when your job is handed to a robot or a computer with artificial intelligence capabilities.”
― Theresa M. Lina, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It

“When your business looks and sounds like everyone else, you’re effectively at a cattle-call audition. Like 99 percent of the companies out there, you are failing to differentiate in a way that’s blatantly obvious to customers, which makes you a me-too commodity forced to compete on price when competition increases and/or demand ebbs.”
― Theresa M. Lina, Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You For It