How to avoid commoditisation

I spoke yesterday about how the business model in my software business was all wrong. I was leaving myself wide open to commoditisation. Because I was concentrating on the wrong two phases of the Phases of Engagement.

Instead, I should have been concentrating on phases one and two - discovery and remedy.

Discovery is where the value is. If your car is broken, it doesn't matter how good the mechanic is if they're fixing the wrong thing.

Remedy is almost as important. There's no point fixing something if you're just making a bigger problem elsewhere.

You need an expert to figure out the problem and design a solution.

The actual fixing, and the servicing - well, it takes skill, but not the same degree.

Take action What are you doing to present yourself as the expert?