Is Cutting Cost Effective?

I have a big question in mind right now.

Is cutting cost the right way to do?

As lectures, practicians and much people absorb that belief to cutting cost, I kinda against that opinion.

The main reason of cutting cost is:

Competition

Yes, competition. We can not do anything with our selling price, our revenue, because competition already set the price.

In my opinion, we can! As long as we give our customer additional value. Best deliverable quality for example. Customer nowadays is smart customer. They will choose to spend more for trustable quality right now. People are tired with cheap-easy-broken products.

It is the time for quality now. 

We can sell that quality and gain more revenue from it.

So, back to the question, is cutting cost the right thing to do? No, controlling cost for creating high quality products and services is the right thing to do now.

The moment of cost is over. It's the very moment of revenue now.