People who succeed at the highest level over a long period of time create value in the lives of others. Warren Buffett said, “People know the price of everything and the value of nothing.” Among the people and organizations with whom I consult, I always caution everyone about the risks of getting in a price war. If the main selling point of your product or service is that it is cheaper than anything else, you will either have short-term success or always be struggling to keep your costs down.