Have you ever been to a chemist to get a prescription and the pharmacist asks if you want the generic version? You’re given a drug that’s cheaper and has exactly the same effect.

How easy it is to take the cheaper product when you realise it does the same thing.

In our world, it’s so easy for our vendors to take the cheaper option when you – as an agent – haven’t offered them anything different.

What differences are you creating?

You would have to be on drugs if you think vendors would pay more for the same product.