Those are your options. Your people are lined up at your door telling you that you’ve got to match the rate. They don’t understand that price competition is a symptom of a more significant disease: The Insidious Cancer of Commoditization.

You suffer it for one reason and one reason only: In the eyes of prospects, you’re no different than the bank down the street.

A year ago, 28 banks instantly differentiated themselves from the competition when they won Banky Awards. They became “overnight celebrities” in their communities.