‘The Death of a Salesman’ Circa 2010

Why can’t your firm do it this way? Is there anything saying you must have rock-bottom prices—and with that the lack of the amenities...amenities like sales and service? Don't tell me you can do both—because with any consistency, you can't.

But undertaking a strategy of “taking the road less traveled” and providing a premium offering first means starting with a product or service that is worth paying a premium for. Apple has, so it can build on that. But building on it means creating an environment of excellence throughout your firm where nothing else is accepted. It also means hiring the best, paying them accordingly and making sure they stay.

I can’t tell you how to attack your market using the Apple methodology. Only you know your market. And it probably means only part of the market will actually be your market. But considering the size of the “lemming pack,” your market should be big enough for you to not only survive, but thrive.

Just remember—you probably can’t do it without Willy Loman. And if you look, he’s still out there looking to sell...and just maybe your customers want to see him.