Fast or Free? - Ideal Result
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Fast or Free?

We’ve been in Dubai this week and it is ROASTING.

The thermostat’s touching 40 degrees and this lad from Tamworth is struggling with the heat.

Thankfully I don’t have to spend much time in the sun – there’s shade at the hotel and when we do want to walk somewhere, there’s a multitude of taxis that’ll take us where we want to go.

A 35-minute slog in 40-degree heat, or a 5-minute ride in an air-conditioned cab?

It’s a question that highlights a mistake plenty of businesses make: thinking it’s ALL about price, and that cost is the only factor people consider when making decisions.

Occasionally, that is the case. But most of the time, myriad other things come into play.

Sure, you can get free music on Spotify, if you’re prepared to listen to all the adverts.

Yeah, you can opt not to ‘fast track’ at a theme park, but you’ll have to wait in line with everyone else.

“Free” delivery might be appealing, but if it’s taking two weeks to ship and £3.99 gets you your package the next day, you might well click that button.

Yes, ‘free’ can be powerful. But depending on what you’re selling and who you’re selling it to, ‘fast’ might trump it.

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