Hey, let's charge less than that other guy. He's already charging less than that other gal. And she is...

But the problem with the race to the bottom is that you might win.

You might make a few more bucks for now, but not for long and not with pride. Someone will always find a way to be cheaper or more brutal than you.

via sethgodin.typepad.com

What does a race to the bottom look like?

Diminished fees.
Excuses galore.
Lot's of whining.
Handwringing.
Posts on the demise of photography.
Posts on how Instahipstapipstagram is killing the industry.
Posts on how digital is killing the industry.
Posts on how young people are killing the industry.

Here's a post for ya... the industry is killing the industry.

But winning the race for less and less value to the product.

In the race to the bottom, we can all be winners!

And lose big.

Bigger than anyone would ever conceive of losing.

Ready, Set, ...