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"Businesses either sell $5 haircuts, or fix $5 haircuts. I’m your guy if your company fixes $5 haircuts. Working together, we'll de-commodify your business, make pricing pressure a thing of the past, and grab the lion’s share of customers willing to pay a premium for your service or product."
<https://wizardofads.org/can-you-hear-me-now-how-verizon-grabbed-greater-market-share-as-premium-priced-provider/>