Customers want to pay as little as possible for something they need.
But they pay for things they really want and the price they pay for it is not as important. Though sometimes customers aren’t aware of what they really want till they see it and an emotional connection is made.
However, most businesspersons are busy creating and supporting products and services people need but not really want. Therefore, such businesspersons are busy fighting competition on price.
The good thing is true entrepreneurs focus on things customers really want for which they really have no solution in sight to create real possibilities to improve their life and living.
That might precisely be the difference between entrepreneurs and businesspersons; between competition and non-competition; between fulfillment and a job possibly done well.