Is Daphne Selling a Commodity or Professional Service?

27 Jan

Let’s return to our friend, Daphne the Dancer. She currently has a side job teaching dance on Wednesday nights at a health club. Daphne has been working there since 2005. She provides a professional service and not a commodity. Teaching is an especially tough profession. I feel you cannot draw an apples-to-apples comparison between teachers—we are all different. Some bond with certain students and others don’t. Some have higher levels of expertise and people skills. Daphne has danced professionally in 10 countries. She knows sign language, runs marathons, and practices yoga. Even though the health club could hire another dance instructor, they probably couldn’t find one who has performed in 10 countries, knows sign language, runs marathons, and practices yoga. I don’t think Daphne is the most expensive dance teacher out there, but she surely isn’t the cheapest. Cheap instruction usually means large class sizes at the expense of personal attention. The health club charges a premium for Daphne’s classes. If you had a deaf daughter who wanted to dance, would you try getting her into Daphne’s class?


Mark Anthony Germanos is the author of two books, Escape the Cubicle: How to leave your corporate or government job for something better and How to Make Computer Systems Work for You. He has faith in a slow but sure Sacramento business revival. Sacramento small business owners are leading the way. His second book, Escape the Cubicle, is for those who want to escape cubicle jobs and become successfully self-employed. Escape the Cubicle answers the questions: "How can I grow my business" and "How do I become my own boss."

Mark is the President of Cameron Park Computer Services. As a business owner and computer networking consultant, he has seen habits that successful Sacramento small business owners embrace. He helps Sacramento small business owners embrace those habits to increase their profits, efficiency and happiness. An advocate of Sacramento business revival, Mark believes everybody should run their lives like a small business, perform SWOT Analyses and use social media campaigns to improve business. He used to say “social media is stupid.” That was until he attended a conference and saw how Sacramento small business owners can use social media campaigns as a valuable tool. Since then, he has earned more than $40,000 in business via social media. His Sacramento small business clients also have five-figure returns. Sacramento small business owners that launch social media campaigns give themselves a comparative advantage over those who lag behind. Mark does not do everything, but his clients do receive great results and participate in the Sacramento business revival when they follow his advice.

Mark moved from Chicago and restarted his business in California with a cell phone and a Honda Civic. An active triathlete, he has a life, a dream wife and a dog. For additional details, visit Twitter: Facebook: LinkedIn:


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