The Business of Creating Value

Seth Godin about Pricing (The New Business Toolbox):

The only reason to be cheap is because you have figured out how to do something cheaper than anyone else. If you haven't, being cheap is a race to the bottom.
You are in the business of creating value, not in the business of being cheap. (...) Artificially low prices is the last refuge of the marketer that isn't particularly good at his job.