If that’s your question, here’s the snarky answer: Because you allowed it. An even more indicting answer might be because you encouraged it.
So what is commoditization? It’s the process that your buyers followed to reduce their buying decision to the lowest common denominator, price.
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For the first time ever, four separate generations in the buying chairs change how your customers communicate, how they buy, why they buy and how they want you to interact with them.
Read MoreWhile in St. Lucia enjoying a rejuvenating week of holidays, my husband Tom and I ventured into the town of Castries. There we found a market with hundreds of local merchants selling spices, vegetables, souvenirs and any wares tourists will buy.
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Light, sweet crude. This market term for oil is somehow endearing, hearkening back to a time when Hollywood glorified oil men. Wildcatters striking it rich and Jed Clampett moving his family to Beverly … Hills, that is. There was an everyman’s face put to the image of oil wealth.
Oh, how times have changed.
As of today, oil has peaked to an all-time high of more than $122 dollars a barrel as worried traders start buying on what they think the future will hold, whether it be increased demand (see China and India) or decreased supply (see OPEC). And as