Eddie Hartman

That's what it's all about.

He does not want to be picking up, you know, some girl in LA on a date

in minivan.

So we are all different.

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.

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.

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

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 the second book said yes but there are people who create a good product now you actually have to put in the work you have to put in the sweat that's the second book it's a roadmap it says what do you do about setting the right price so that people are attracted to it

What do you do about raising prices when you need to?

How do you negotiate when things are tough?

Like, what should I be looking for?

It has all of those real world, very pragmatic steps to go from good product to good functioning business.

That's what it's all about.

Yeah, sure.

And by dynamic, of course, what we're talking about here is working your way into the optimal price, right?

As opposed to, because there's also a concept called dynamic pricing.

They do this in stores sometimes where the price on a turkey will fluctuate during the day based on how many people are buying turkeys.