Hallmark has an interesting distribution strategy: they sell cards for upwards of $5 at their Gold Crown stores and they also market similar versions for 50 cents at dollar stores. You see the same dichotomy with other services: you can have a custom home or do-it-yourself renovation. You can outsource your printing and pay handsomely to have it done while you wait or you can print your copies at home.
Those who are at the high end of the spectrum or the lowest in cost seem to be thriving the most, whereas those in the middle are being overlooked. They can’t afford to provide a premium product without the accompanying high price, and they beat the bargain versions on quality so can’t match their discount.
Think about where your organization falls. In your quest to have a wide reach are you diluting your distinctiveness? Go high or go low. The only good middle is in Oreos.
