The Price of Being Invisible:
How to Break Free from the Race to the Bottom
This article is part of my series, Before the Map Was Complete —
a slow walk through branding, meaning, and missteps.
It was originally written in Chinese, then carefully adapted into English for creative minds around the world who are navigating the delicate space between what they make, and how the world sees it.
When the market stops valuing intangible work,
how can creatives fight back with meaning, not markdowns?
Why do so many creative professionals feel invisible in the marketplace?
A florist who spent years training, only to be told her bouquet is too expensive.
An illustrator who painstakingly creates original artwork, only to be undercut by a $5 AI-generated knockoff.
A handcraft brand pouring love into every detail, only to lose customers to a mass-produced copy on Amazon for a third of the price.
If you’ve ever tried to build a brand based on your skills, ideas, or artistic vision, this might feel all too familiar.
The real question isn’t “Why won’t people pay for quality?”
It’s this:
What happens in a market where “low price” becomes the only language people speak?
How culture teaches us to mistrust value
In many places, especially across Asia, we’re raised to be bargain hunters.
“Never pay full price.” “Always compare before you buy.” “Expensive means you got tricked.”
These lessons are handed down like family recipes — casual, constant, and unquestioned.
Over time, this mindset doesn’t just affect what we buy — it shapes how we perceive value.
We grow up equating “saving money” with “being smart,” even if what we’re buying breaks every few months.
The cheap pan story: A lesson in long-term thinking
When I was living with my college roommate, she always bought the cheapest non-stick pans from discount stores.
They’d scratch and warp within weeks. Every few months, she’d toss them out and buy another.
One day, I gave her a cast iron skillet as a gift.
“This is too expensive!” she said — but five years later, she still uses that same skillet.
That’s when it hit me: People don’t always reject quality — they just don’t recognize it until someone teaches them how to.
Why “expensive” means “risky” in our minds
In some cultures, paying more feels like gambling.
People don’t want to be the one who “overpaid.”
But when everyone is afraid of being tricked, it becomes safer to buy something cheap — even if it won’t last.
That’s why creative brands are often stuck.
It’s not that your product isn’t good.
It’s that the market has been trained to only ask one question: “What’s the price?”
Why uniqueness isn’t always enough
“You made it by hand? That’s nice. But I saw something similar on Etsy for half the price.”
Sound familiar?
The truth is: Handmade ≠ Unique.
Unless you clearly differentiate your offering, consumers will compare it with the closest-looking alternative — regardless of its meaning, effort, or story.
So if your brand is based on emotional value, personal touch, or cultural depth, you need more than craft. You need strategy.
Three ways to break free from the price trap
- Tell a bigger story. Don’t just say your product is beautiful — say why it matters. Invite your audience to support a vision, not just buy a thing.
- Create something that can’t be compared. Focus on custom work, limited editions, or services that can’t be easily duplicated. Make your offer incomparable on purpose.
- Add value, don’t drop prices. Discounts are easy — but they also cheapen your brand. Instead, think about what experience you offer:
- Special packaging?
- Long-term support?
- A private community or membership experience?
When you build a relationship, not just a product, people stop comparing prices. They start valuing you.
Final thought
You can’t escape the price war by yelling louder.
You escape it by changing the conversation.
That starts with one simple truth:
Your brand is not what you sell. It’s what you mean.
🕯️
This is just one ember from a larger fire
The complete chapter, with structural insights and illustrated modules, is available as an Microbook.
Leann – Before the map was compl…
Leann｜Brand Strategy Architect 