Eddie Hartman

You know, you're sacrificing your weekends, you're sacrificing your holidays, you're sacrificing your sleep.

You're really sinking so much into it.

And

It's tragic and wasteful and wrong that so many businesses fail because there really are these things that you could do to ensure that you are going to come out on the side of victory.

And the first thing you do is you've got to say, hey, am I providing something of value?

And the best indicator is, are people willing to pay for it?

So I like to say, if you start in a bakery and you say, hey, do you like this muffin?

who's going to tell you no?

Of course they like this muffin, right?

Sure.

The right question is, do you like this muffin at $5?

If they say yes, and if you can produce that muffin for less than $5, now you've got a business.

But then I'd say the next question, Paul, is are you really showing them the value when you just say the word muffin?

If you say instead, hey, I have got an organic, wild,

gathered blueberry muffin from a James Beard award-winning recipe that's been handed down in my family since 1821, what would you pay for that muffin, right?

That's fundamentally different than saying, would you pay $5 for a muffin?

So I think the first thing that entrepreneurs and people who lead businesses don't really always think about is if money is a way that we measure value, you've got to make sure that people have that value in their mind

Because it's never real value.

It's always perceived value.

So how do you make sure that you're hitting that perceived value?