Winning with low prices is not merely a game of math in which you stay one notch below the competition; it is far more a game of culture and attitude. It takes a special kind of company, from the CEO on down, to make a low-price position sustainable and profitable. The skills and traits to pull that off — such as cost-consciousness, relentless efficiency, and customer-driven design — must be anchored in the company and its culture from the very beginning.