Here’s a really fun story about two rival barbershops. It may or may not be true, but it does teach a valuable marketing lesson. 

Shop 1 undercut Shop 2 by marketing itself on price. 

Shop 2 found an ingenious way to hit back at Shop 1. Their marketing stood out, while they found a way to compete on value. 

There’s a reason why offering $10 haircuts is never a good marketing idea. If you compete with your rivals on price, you might end up winning the race-to-the-bottom.