And, conversely, sometimes a tried and true approach may not work for the wrong kind of personality, in some special market or unusual circumstance. A business person only has the right to try to succeed, not a guaranteed right to succeed. Concentrate on value, not price. There is always room for the best. In every field, for every market, there is a top end.
Sales are more stable at the top.
If you choose customers who will never be in the soup lines, you can always buy plenty of soup. Anyone can work for less. If your goal is only to make the same thing cheaper than the other guy, you are doomed to working harder for less money in a risky downward spiral, where the ultimate goal would be free products and infinite work. Offer a product that the competition does not have. It is not hard to come up with unusual bullet designs, weights, shapes, and styles, or materials like plastic, tungsten powder, copper and tin instead of lead.