I want to be a better golfer, I don’t want my friends to laugh at me. I don’t want to embarrass myself, I don’t want to always be stuck with those low scores, or whatever it is. These are my problems. I want to be a better golfer. So how do I do that?
Well, I need to find an expert, a coach that’s going to help me speed up that process, right? And get that shortest path to that desired result. And obviously, one of the most valuable things is that it’s something that is going to allow you to get the results you want in the shortest amount of time, right? If I tell you, you need to study for 10 years to be a good golfer, to be able to drive the ball versus someone else who probably gives you a pill, and now all of a sudden you’re Tiger Woods, which probably is more valuable? Of course, that magical pill doesn’t exist, it’s just an example to show you the difference.
So these are a couple of things to keep in mind. Value is at the center of everything, and based on that value, based on what we deliver, then we can come up with a price that our market will be more than happy to pay. Why? Because we’re exchanging those dollars into something that for them is extremely valuable.
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