About 95% of people can't tell the difference between a posh bottle of wine and a cheap one.
It's a story.
Recently, a dental colleague of mine took me to a two-star Michelin restaurant for lunch (WTF lunch?)
The cost of the meal was astronomical for 2 people, but we sat in the kitchen and watched the chefs prepare evening service for a 2-star Michelin restaurant.
One of the things they showed us was olive oil, which was about £400 a litre (they had bought it at £100 a litre).
A tiny little bit went on our plates for the thing we were having, whatever it was.
I honestly would not have been able to tell the difference between that and olive oil from Tesco.
It's the story, though, the performance, the emotion, and the way it makes you feel.
That's the same for everything.
Everything in dentistry that comes from China is about to get catastrophically cheaper.
How do you avoid the race to the bottom?
Culture is the only USP that you will have left.
We'll all be buying things that are less expensive, and the patients will be wanting it cheaper, but if you can provide the experience, the service, the feeling, then that's how you will stay at the top,
It will always be special to drive a Ferrari, wherever they buy their parts from.
There will always be a market for Rolex.
Blog Post Number - 4701
Leave a comment