In his book Selling the Invisible: A Field Guide to Modern Marketing (p.134) Harry Beckwith wrote:
Beware the deadly middle. If you price in the middle, what you are saying is “We’re not the best, and neither is our price, but both our service and price are pretty good.” Not a very compelling message.
Echoing that same sentiment business consultant Steve Dennis writes about “The Tranquilizing Drug Of Gradualism”
The tranquilizing drug of gradualism
In his “I have a dream” speech, Martin Luther King, Jr. challenged a slow and steady pathway to civil rights reform. Those in favor of an incremental approach feared that making waves–that being too confrontational–would backfire. It was seen as too risky a strategy.