Why People Buy

A product will sell ridiculous amounts if it's:

1. lowest-priced
2. OR elicits most loyalty

Anything else: Product's Sales Will Suck.

(Rule ^9086934086340643909. Tattoo that mofosoko to your fo-head.)

How Do You Compete?

For the 99.9% of businesses who don't have the freakish resources to compete on price, your next best bet:

• Compete on brand loyalty.

That is:

1. Be like Apple.
2. Build a status brand.

If Apple sold $8 pencils, pretentious little Apple fanboys would line up down Market Street dreaming of their little Apple pencils.

1. **Build brand loyalty.
2. Command greater premiums.
3. Make greater profits.
4. Kick more ass for your customers through more funding.

Build a company you want to have passionate sex with.

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