Eddie Hartman

It's not baseball, right?

The problem is 72% of entrepreneurs, according to our study, even higher if you talk to the people at Google who also track this stuff, who try to start businesses, try to innovate, try to release something into the market, fail.

And the reason they fail, and we've done a huge study of this too, you know, if you think about it, if you think about anything that you buy, and if you could visualize something in your mind that you might buy, right?

The amount of money that you're willing to pay for it is a direct correlation to what you think you're going to get in terms of value, right?

If you think about it, price isn't really a thing.

Value is a thing.

Price is what we use to try to measure that thing.

And I often tell people, if I asked you to weigh something, if I asked you to look at how much a cup of mug could hold or something like that, you may not be able to tell me exactly what the number is, but you've got a unit in mind.

You've got a unit like pounds, ounces, something.

If I said, tell me how much something delivers in terms of value, I think a lot of people would struggle.

And my modest proposal is it's dollars.

Dollars is the yardstick or pounds or euro, wherever you are.

That is the yardstick for how you measure value.

And if you think about it that way, money, a price tag, is nothing more than a way that we measure value.

So according to our first book that we published, Monetizing Innovation,

What we showed in that book was, hey, look, first start off by saying, what are people willing to pay for?

Because that shows you what people value.

Well, we hope to.

We hope to for sure.

But I think, you know, when you're an entrepreneur or when you're running a business, you put so much on the line.