Eddie Hartman

Price paid, the amount that you want to pay for something, is a measure of value.

It should correspond to the amount of additional value you think you're going to get.

Okay, if you flip that on its head, if people are not willing to pay for something, they probably don't see the value in it.

That is the core idea of that first book.

Think about price not as something you slap on when you're done.

Think about price as your guide to where is the value because if they're willing to pay for it, that shows you where the value is.

When you walked into their office, they had a copy of Monetizing Innovation on everyone's desks and they called it the Bible.

Next thing, we're all different.

So the same thing may be valuable to you but not valuable to me.

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,

I like to illustrate this with a story.

I have an incredibly handsome kid brother.

He lives in the city of Los Angeles.

He looks like, you ever get a picture frame, you didn't put a picture in it yet, and there's that like model?

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

He looks like that, okay?

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

He, until recently, did not have children.

I think it's just human nature.