Create Meaningful Experiences, Charge Higher Prices

The yogurt shelves are crowded with options. So how did Chobani manage to become the number-one yogurt brand in America in less than a decade? It capitalized on a gap in the market, for one. Faced with cheap, low-fat, and tasteless competition, Chobani double downed on its “real” Greek yogurt, and became an easy choice for consumers as a result. It just goes to show: if you offer a meaningful and different experience, people will keep coming back for more — and will be more than willing to pay a premium price.

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