Never before in the annals of human history has the individual played a more important role than right now. As you are reading these words, the cyber world is drawing the flesh-and-blood world together closer than it has ever been before. Large businesses at the far-flung corners of the earth are buying products from small companies in America whose owners cannot even pronounce the name of the destination of their products. Services which used to be around-the-corner-by-the-Post-Office are now half a world away. When you log onto the computer, the dotcom business you are dealing with could be a mile from you or a continent away.
What does this have to do with the individual? With so much competition, pricing is meaning less and less. If there are 16 business card print shops on the Internet, you can expect their prices to be about the same. You can also expect their quality and level of service to be about the same as well. That's economics.
Which print shop is going to get the most business is not necessarily going to be the oldest firm or the most experienced or the cheapest. The shop that is going to get the business is the one that attracts the most cyber attention. If all else is the same, people buy from people, not automatons.
To snag business in this cyber world, you have to be a unique entity. It's your individuality that is going to be your greatest ally; not your price, product quality or service level.