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547: “How Can They Charge That Much?”

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Ever asked yourself this question? We’re focused on the wrong thing:

  • The Mac Pro 2019 will likely range between $6,000-35,000. For a computer, no display, no accessories. Think it’s too expensive? That’s okay. It’s not for you. It’s actually a steal when you notice a similarly-equipped PC starts at $6,500.
  • The iPhone XS starts at a thousand dollars? When perfectly workable devices start at $200? Think it’s too expensive? That’s okay. The iPhone XS isn’t a phone. It’s a status symbol. It’s actually a steal when you notice many status symbols start at $10,000.
  • A Moleskine notebook costs $30? For average-quality paper that you could buy for pennies? That’s okay. It’s not a notebook. It’s a story you tell yourself about your creativity. It’s actually a steal when you compare it to similar stories, such as the one a Leica could tell you for thousands of dollars.

How can they charge that much? Probably–because for those it is for–it’s the price people want to pay for the experience they’re buying.

Tip: The story is critically important in these examples. can help you command a price your story deserves.


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609: The Little Things We Buy

There are many items that we must keep stocked in our companies. These are just three that are frequently ‘out of stock’. Do you have enough respect, discipline and empathy in stock for your customers?

You are creating what matters.

So how can we help you
sell it better & make more impact?

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