Businesses have to be different. When they all look alike, customers do not know why they should buy from one instead of another. In the absence of any real reasons, they will almost always choose the cheapest. In the printing industry, this lack of differentiation led to large-scale margin erosion. However, as long as the economy was growing, there was a lot to print. And even though you made less on every project, there was a seemingly endless stream of projects. Cash flowed freely and businesses continued to purchase equipment and software. Thus, businesses had all of the same things their competitors had.

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