"Hay dos tipos de empresas, aquellas que trabajan para intentar cobrar más y aquellas que trabajan para cobrar menos. Nosotros seremos de las segundas."

The essence of this statement is that companies can be broadly categorized into two types: those focused on maximizing their profits by increasing their prices, and those determined to keep their prices low for the benefit of their customers. The speaker is making a clear choice to align with the latter approach—keeping costs down to offer more affordable products or services.

This idea was famously articulated by Jeff Bezos, the founder of Amazon. He made this declaration in the context of Amazon's mission to be the most customer-centric company in the world. By prioritizing lower prices, Bezos positioned Amazon to be competitive and appealing to a broad customer base. Instead of focusing on squeezing as much profit as possible from each sale, Amazon focused on volume and customer satisfaction, believing that long-term loyalty and market dominance would follow.

Now, let’s bring this concept to life with a relatable example. Think about a neighborhood grocery store versus a big-box retailer like Walmart. The local grocery store might have higher prices because they can't buy in bulk or negotiate the same deals with suppliers as a massive corporation can. Walmart, on the other hand, operates on thin margins but makes up for it with sheer volume of sales. They can afford to sell products at lower prices because they're selling so much more of it. This strategy doesn’t just attract customers—it keeps them coming back, fostering loyalty and trust over time.

So, how can you apply this wisdom in your own business or even your personal life? If you’re running a business, focus on how you can reduce costs without sacrificing quality. This might mean negotiating better deals with suppliers, streamlining your operations, or investing in technology that improves efficiency. By passing these savings onto your customers, you’re building a value proposition that's hard to resist. You’re not just selling a product—you’re selling a relationship based on trust and consistent value.

For individuals, think about your personal finances. Are you spending money on things that could be obtained for less? Could you make small sacrifices to save more over time? It’s about the long game—making decisions today that set you up for long-term success.

Imagine you're at a coffee shop with a friend, discussing your latest business idea. You’re debating whether to position your product as a premium offering or to undercut your competitors with lower prices. Your friend reminds you of Bezos’ strategy and suggests you focus on how you can deliver more value for less. This approach could help you build a loyal customer base more quickly, even if the profit margins are slimmer at first. It's a strategy that’s not just about making sales today, but about creating a sustainable, customer-focused business for the future.

In the end, it’s about making choices that align with your values and long-term goals. Whether you’re running a company or just trying to make smarter financial decisions, the principle remains the same: prioritize value and customer satisfaction, and success will follow.