Scarcity doesn't exist anymore. No matter what the service or product people are looking for, in today's world, they have a dozen choices of who to purchase from. So why should they choose you? Differentiating yourself purely through price or quality is an almost impossible strategy for entering or dominating a new market.  What dominates now is brand. Your brand defines the relationship you have with your prospect and customer. It's why they come back to you and not the other...