A couple of years ago we determined that our competition no longer comes from other dental labs. Our competition comes from companies like Nordstrom, Starbucks, Southwest Airlines, and Costco. Why? Because they’ve raised the bar on service expectations. We also determined that providing unequaled VALUE to dentists isn’t JUST about service. It’s also about RELEVANCE—connecting to the things YOU consider important. Innovative solutions, in and of themselves, have no inherent value until they’re RELEVANT to what YOU want, need, value, and expect.