“People want to buy expensive things. They just need a reason. And the goal isn’t just to be slightly above the market price – the goal is to be so much higher that a consumer thinks to themselves, “This is so much more expensive, there must be something entirely different going on here.”

“People want to buy expensive things. They just need a reason. And the goal isn’t just to be slightly above the market price – the goal is to be so much higher that a consumer thinks to themselves, “This is so much more expensive, there must be something entirely different going on here.”

— Alex Hormozi