How many of you remember the movie Armageddon? It’s the movie where Harry, played by Bruce Willis, and a bunch of rag-tag oil drillers are drafted to head off into space to blow up a huge asteroid which is headed for a collision with earth.

          Just as these rough necks are sitting in their rocket ready for take-off, one of them turns to Willis and says, “Hey Harry. Did you know we are sitting on two million pounds of rocket fuel and a nuclear bomb in equipment which was supplied by the lowest bidder? How’s that make you feel?”

          Everyone from Mercedes Benz to Rolex knows that your image is impacted by your pricing policy.

          How do you think your clients feel about your station if you are, “the lowest bidder?”

          I’d rather be saying “I’m the most expensive, proud of it, and worth every penny.”