Classics - Don't Compete on Price, Compete on Value with Joe & Joni Rocco

Influential U

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Joe & Joni Rocco, a husband-and-wife small business duo from Denver, Colorado, showcase the power of specialization in a highly commoditized industry. Instead of competing on price, they focus on delivering unique value through various key attributes. Once navigating late nights, weekends, high-stress environments, and the challenges of a fatherless family, they’ve now transformed their lives. By understanding each other's Personality and Transactional Behavior, they've successfully reduced their demanding 80-hour workweek to a balanced 40 hours.

In this episode's talk, Co-Founder Kirkland Tibbels talks on the Characteristics of Value that are considered and applied when constructing a business offer. He states, "If you are worried about the direct competitor, you are worried about the wrong thing." You'll hear why this is — and how to go about constructing a valuable offer that first satisfies you.

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