Background

Jim and Cheryl owned a retail store that sold high-end hi-fi sound systems. It started out as a hobby – they were real audiophiles. They sold sophisticated equipment in the higher price range to knowledgeable buyers, like themselves, who understood the basics. They had a good corner location on a main thoroughfare.

The Problem

A competitor set up a store diagonally across the street with an advertising slogan that scared my clients to the bone – "we will not be undersold." Jim and Cheryl's initial impulse

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