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“I want it cheaper, I want it faster, I want it easier!”

It seems, these days that everybody wants it cheaper for less, and expects the standard will remain the same.

They want everybody to provide exactly the same thing, so that everybody has to get cheaper providing exactly the same thing, so their ultimately checking all cost two pence, a pound and nobody will worry that, that’s a false cost and that there are huge consequences to this type of market.

Some years ago, as I was running the NHS specialist practice in Derbyshire, the NHS approached us and explained that they would have to cut the cost of our provision of oral surgery services by about 50%.

I asked the question to the commissioners, “do you want me to do less, or do you want me to do it s*****r?”

The reply came back, “we want you to do neither of those”

The cheapening is a finite strategy, which reaches a point where quality is no longer possible to be provided.

It is possible to set up a business that provides better, not cheaper, a business that provides longer lasting, not fast. A business that provides service and care, not painting by the numbers and providing widgets, which are the same for every single person.

Remember when the rest of the market goes for homogenous, the different business goes for individual. When everyone races to the bottom, the clever people race to the top.

It’s not easier to race to the top, it’s just better when you get there.

Blog Post Number -2010