It’s not about what you sell; it’s about what the customer is buying. If you focus only on what you sell it rapidly becomes a commodity. If you focus on what the customer is actually buying, nothing needs be a commodity.
I was reminded of this again last week when the Palessi designer shoe hoax was revealed. In case you missed it, Payless Shoe Source created a “fake” designer store for a line of shoes from a made up designer, Bruno Palessi. They stocked the store with shoes they normally sell in their Payless stores for less than $40 and sold them for up to $600. Same exact shoes. Customers went nuts for these amazing shoes from a “recognized” designer sold in a store befitting the “brand.” (It was a former Armani store used for this “stunt.”)
Same shoes almost 10x the price because the people were not just buying the shoes. Want to sell your goods and services at higher prices? Stop focusing on what you are selling and consider what the customer wants to buy from you they might not be able to buy anywhere else?