“If you are competing on price, then maybe you don’t have a business.”

This is an out-of-context brutal quote.

It's also terribly efficient at reminding you this:

• If you solve customers problems you can price the value add whether it's only perceived (B2C) or properly measurable (B2B).
• If you don't and just sell products, then you can only price cost-efficiency, which is Latin for 'you can only compete on price.'

Being value-driven is not just broad cheerleading or a fuzzy claim in your business mission statement. It's a clean, sharp cut-off between companies that are commodity businesses in disguise and the (few) others.

(*) The context was a recent discussion about the ongoing pricing war for consumer-facing GPTs.