Imagine you’ve shortlisted 4 vendors for a marketing project and their proposals vary from $5k to $20k.

You want the best partner but don’t want to shell out the money. 

You may be tempted to ask the highest quoter, “Can I get this done for $3k–5k?”

Now imagine your child needs major surgery. 

If 3 doctors say it would take 12 hours and cost $20k, and one says it would take 3 hours for just $2k, what would you do?

I believe that instead of jumping for the lowest quote or negotiating further, you would take the least risky option. 

Why? Because this is your child’s life we’re talking about.

If only we treated our brands like we treated our kids.

We often spend more time on our brands than our kids on any weekday. Our brands carry our names just as our kids do, yet they get treated inhumanely.

A Bugatti costs $2–3 million, and you can never get it for $100k.