The last two posts looked at how the internet quietly killed product-based sales. Today I want to make it personal.
Try these three small tests on yourself. The first one: open a browser and search for your top offering. If a stranger can find a comparable alternative for less within three clicks, that price gap is the relationship premium you're charging. Ask yourself honestly whether your relationship is worth it to them.
The second one: list three reasons customers bought from you last month. If any of them include words like "convenience", "availability", or "best price", you're competing on attributes that algorithms, AI, already do better than humans.
The third one: imagine you vanished tomorrow. Would your customers struggle to replace you, or would they feel a moment of brief nostalgia before clicking "Order" elsewhere?
If your value is tied to what you sell rather than how you sell it or who you are, you're standing in the same digital crosshairs that confronted Camille at Culture Aqua.
The good news is that recognising the problem is already half the work. If any of those tests made you flinch, you're not stuck. You're awake. And that's where the real work begins.
Are you stuck in the same Trap?
The last two posts covered how the Internet killed product-based sales. Today's post is personal; we will discuss where you are yourself. You can use these three diagnostic tests to get an idea:
The Three-Click Test
Open a browser. Search for your top offering. If a stranger finds a comparable alternative for less within three clicks, that price gap is the “relationship premium” you're charging. Is your relationship truly worth it to them?
The “Why You?” Analysis
List three reasons customers bought from you last month. If any include “convenience,” “availability,” or “best price,” you're competing on attributes that algorithms do better than humans. You're vulnerable.
The Disappearance Test
If you vanished tomorrow, would customers struggle to replace you, or would they feel brief nostalgia before clicking “Order” elsewhere?
The Hard Truth
If your value is tied to what you sell rather than how you sell it or who you are, you're in the crosshairs of the same digital shift that confronted Culture Aqua.
The good news? Recognizing the problem is the first step to evolving beyond it.
If you flinched at any of these, you're not stuck but awake. That's where the work begins.