- > Charge as high a price as you can say out loud without cracking a smile.
- > Serve businesses, not people. People will do anything to not pay.
- > There is no strategic benefit to being the second cheapest in the marketplace, but there is for being the most expensive.
- ~ avoid unfavorable comparisons
- ~ prices are signals
- ~actually -compete- on price or value!
- ~ be so much more expensive that it creates a new category