It is all about your business model

"You will get what you have always done" - Tony Robbins, Great motivational speaker.

If you want to start selling burgers tomorrow then you are in a market which is squeezed out.   There is no juice left in this business anymore.   Don't even think of entering into it if you are going to do it Mc Donalds way.  You have to come up with something remarkable, with a good product, different pricing structure, customer service which is a different business model.

There are infinite number of business models and strategies you can work out for your business.  You don't have to follow somebody.   You too could be innovating.

If you want to open a restaurant then work out margins differently like "we are only going to sell 20 meals and all those 20 meals will be priced at a premium".  You make profit on each meal.  And the extra you get is your bonus.  You have to sell your burger at $1 if it is average, even less than that.  But you could make it different and sell at $5. 

You can't charge a premium if not remarkable and different.  Apple can gladly charge its products a premium because their products have design and sexiness guaranteed.

If you are everybody, then you get what everybody gets, may be even less than that.  But if you are somebody then you get more than everybody gets.
 

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