A few weeks ago, I had one of those sudden needs to run to the grocery store. I told myself that I just needed 1 thing – something like salad dressing, I think. Of course, as always happens, I ended up needing a cart, and I found myself wandering up and down each and every aisle. Normally this would not be a noteworthy event, but on this particular day, a voice came over the PA system and said, “If you want a free high quality paring knife, go over to the seafood section in 3 minutes.
Now, in reading Carol Roth’s Entrepreneur Equation, I have come to understand that I have a money sickness – I hate spending money. Because of this ailment, I am still using knives that I bought at the dollar store (I think) when I was in college. A free paring knife sounded awfully good. Of course, a presentation ensued. The man selling knives cut through metal. He cut tomatoes. He cut a hammer. What he really was doing was showing the value of what he was selling, which was a sharp knife. He emphasized that this knife would last a long time – more value. He emphasized the replacement policy – yet more value.
What is your true value? Are you a knife that can cut vegetables, or are you something more?