Meaning: This quote by Jonathan Potter, a psychologist, highlights the concept that in a market where free options exist, businesses can still compete by offering a product or service that is better and provides added value. The example of bottled water is used to illustrate this point. This idea has significant implications for marketers and businesses in a world where free alternatives are increasingly prevalent.

In today's digital age, the prevalence of free content and services has become a defining feature of the market. From free apps and software to free online content such as articles, videos, and music, consumers have access to a wide range of free options. This presents a challenge for businesses and marketers who are trying to sell products or services in a market where free alternatives exist. However, as Potter suggests, the key to competing with free is to offer something that is better.

The example of bottled water is particularly compelling in this context. Water is a basic necessity, and in many places, clean drinking water is readily available for free. Despite this, the bottled water industry has thrived and continues to grow. This success can be attributed to various factors, including convenience, branding, and perceived quality. Bottled water companies have been able to compete with the practically free option of tap water by offering a product that is perceived as better in terms of taste, purity, portability, and branding.

From a marketing perspective, the concept of competing with free by being better can be applied to various industries and product categories. It underscores the importance of understanding consumer preferences and behavior, as well as the value proposition of a product or service. Marketers need to identify and emphasize the unique selling points and advantages of their offerings in order to differentiate them from free alternatives.

In many cases, competing with free involves creating added value for the consumer. This can be achieved through various means such as superior quality, enhanced features, exceptional customer service, convenience, branding, or a combination of these factors. By focusing on delivering a product or service that exceeds the value provided by free alternatives, businesses can attract and retain customers.

Moreover, the quote also implies that competing with free may require a shift in mindset. Instead of viewing free alternatives as direct competitors, businesses can reframe their approach and focus on providing a different, enhanced experience that justifies the cost. This may involve emphasizing the quality, reliability, or unique aspects of the product or service that are not available with free options.

Furthermore, the quote by Jonathan Potter also highlights the importance of innovation and continuous improvement. To compete with free, businesses must constantly strive to enhance their offerings, whether through product development, customer experience improvements, or other value-added initiatives. This requires a commitment to understanding consumer needs and preferences, as well as staying ahead of the competition.

In conclusion, the quote "The marketers can compete with free; it just has to be better. Look at bottled water if you don't believe me." by Jonathan Potter emphasizes the idea that businesses and marketers can indeed compete with free alternatives by offering a product or service that is better in some way. The example of bottled water serves as a compelling illustration of this concept. By understanding consumer needs, creating added value, and continuously improving their offerings, businesses can effectively compete with free options in the market. This concept has significant implications for marketers and businesses in a world where free alternatives are increasingly prevalent, highlighting the importance of differentiation, innovation, and delivering exceptional value to consumers.