Eddie Hartman

So we are all different.

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.

What you value, what I value, what my brother values is going to be different, right?

So the first thing is price shows you where value is, but not everybody wants to pay the same for something because they may value it very differently.

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.

You find a group of people though that they value the same things, which you can determine by they want to pay the same roughly.

You found a segment and now you can speak to that segment with precision.

Next thing, we're all different.

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

So that's what the first book was all about.

It's make sure your company is on the best possible footing and not headed for

I like to illustrate this with a story.

I have an incredibly handsome kid brother.

a cliff because you did the work ahead of time to say, really, where's the value based on what are people willing to pay for?

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?

The second book said, yes, but there are people who create a good product.

He looks like that, okay?