Todd Sattersten has published an eBook called Fixed to Flexible and it is about cost, price, margin, and the options we have for how to sell. It is a quick and good read. I especially recommend it for entreprepreneurs, product/marketing guys and sales people. It might change the way you look at pricing.

There are four basic messages:
- The story of cost is that it always trends down. You can count on it.
- The story of price is that it is more flexible than you think.
- The story of margin is that is is a stark choice between opposing strategies.
- The story of options is that you have many more than you realize.
The way they are stated here they seem simple and obvious. However, I recommend you read the book. Every topic has a concise an entertaining explanation.

It's a lot easier to find a market that will respect and pay for the work you can do. Technology companies have been running this race for years. Now, all of us must.

If Wal-Mart or some cultural shift has turned what you do into a commodity, don't argue. Find a new place before the competition does. It's not easy or fair, but it's true. You bet your life.

For businesses in niche markets this is somewhat different. However, it applies to your market and if your niche market shifts then you are in trouble. But there is a great chance that a new niche market with new opportunities will come up.