Putting it in Perspective

Tanner Bechtel has a great blog post on his blog that puts things in perspective.  The same companies that try to get the lowest price on printing are paying $60,000 a day to rent a tower crane.  How can that be?  Market forces. 

I attended an executive education course at Standford and one of the professors referred it as "Mr. Market".  Mr. Market determines what the price is.  If Mr. Market finds your offering valuable he will pay good prices.  If he believes your products or services are a commodity he will drive prices down.  Mr. Market doesn't care about relationships.  He is pretty cut-throat.  How do you convince Mr. Market that your services are valuable and escape the commoditization trap?