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The Difference Between Hype and Performance (part 1)
Most originators understand (conceptually at least) that in order to increase market share in a competitive marketplace, you must offer something of high perceived value to the consumer, something the consumer would not expect to get from your competitors.
But most originators don't act on that understanding. And many of those who do act on it get hung up trying to appeal to the consumer's perception of value, while completely ignoring the actual value of the service they provide.
In other words, they're concentrating on the hype, rather than on their performance.  Written By: Bob Williamson
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