WELCOME TO DIGITAL BY DESIGN SEASON 2! Most labs are fighting the price war. Sasha Der Avanessian, founder of Harvest Dental and Frankie’s mentor of fifteen years, says that’s the wrong war: “If you’re marketing to everybody, you’re marketing to no one.” This one is about identity: deciding who you are, getting great at one thing instead of good at everything, and building the kind of value that ends the price conversation, because “your competitor will always exist where your value does not.”