In marketing, one of the first things we learn is that if you compete on price, it’s a race to the bottom.

If you have a strong enough brand, the customers who love you will not swap you for a cheaper copy.

I buy Heinz ketchup, not the store’s own label.

So, sure, I might be competing with people in India or Poland, but my employer is competing with companies in California and Berlin.

You don’t need to be afraid, just be unique.