Have you ever bought a water bottle? Why did you buy it? Looks, feel, price? What did you put into the water bottle? Something other than water? Recovery drink? Something else? Your competition sells the water bottle. It's why they are worried about price. What your customer buys is the future the contents of the water bottle provide. Your customer will spend big money on those results. If the inside of that water bottle was the fountain of youth, and you were getting old. You would pay premium dollars for those results. In order to charge premium prices, you have to sell a better future. And that's todays lesson in the podcast.
