Alex Hormozi

And so this is where sometimes it's like a multi-step solution.

So it's like, we have to fix the pricing component and it's like, okay, well,

I feel weird charging more because other people in my market charge even less than I do.

And I'm a little bit above the market, right?

So then we have to think about the offer.

It's like, okay, so the offer might be the issue, which is like, okay, can we make our thing faster?

Can we make it more reliable?

Or we can make it easier, right?

And can we guarantee around that?

And if the answer is yes, and it's like, great, well, then that's what we're going to charge our premium and bump prices by 20 to 40%, which sounds like a lot, I know.

But we say, hey, if we don't meet any of these qualifications, I'll give you all my profit back.

which means that you raise the price.

And if for some reason you don't meet it, you go back to the exact same price you're charging now.

But everyone that you do meet everything on, you get all the juice.

And if no one else does those kind of guarantees, which basically no one does, then you can basically say, well, the reason that they're not doing that is because they're not confident they're going to be on time and on budget.

Right.

And I am.

And so it's very easy for somebody else to say, hey, I'll do this job for you and maybe I'll be on time and maybe I'll be on budget.

But if I have no teeth in that agreement, I promise that it'll be free and I'll be done tomorrow.

But if I don't have to be right about it, who cares?