Eddie Hartman

called Monetizing Innovation.

called Monetizing Innovation.

We're very proud of that book.

We're very proud of that book.

There is a major company that you know of and they are in the provisioning of music tracks.

There is a major company that you know of, and they are in the provisioning of music tracks.

You know, I'm not going to say who they are, but when you walked into their office, they had a copy of Monetizing Innovation on everyone's desks and they called it the Bible.

You know, I'm not going to say who they are, but

Very, very proud of it.

What that book was all about was if you think about it, if there are two packages that you're looking at and one is the silver and one is the gold or one is the standard and one is the pro,

or really anything, you're looking at two options.

Part of your brain is always saying, for the extra money, what do I get?

I think it's just human nature.

And if you think about it, that money needs to match up to the additional value you think you're gonna get.

The gold package, more valuable, okay, what's there?

If it doesn't match up, you don't buy.

If it does match up, you might buy.

And if the money is actually not bad at all for the extra value, you might really be quite eager to buy.

But the point is you made a comparison.

You made a measurement.