Law 38: Price vs. Value: What you pay and what you get.

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Price is what you pay and value is what you get. That is why despite people focusing so much on the first they often buy on the latter because something is only worth what the market is ready to pay for it.

Nobody buys anything that they do not think is good value and many will be willing to pay premium prices for apparent value, sometimes regardless of cost.

You can therefore be as expensive as you want, and people will pay if there is perceived value. So always offer value and the money will pour in.

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