It’s easier to shit on someone’s goal than it is to know you want it too and realize you were too big of a coward to try for fear of not getting it. - Alex Hormozi

Getting people to buy is NOT the objective of a business. Making money is. And lowering price is a one-way road to destruction for most — you can only go down to $0, but you can go infinitely high in the other direction.

Lloyd, from the above newspaper story, could have gone through this entire book and nothing in here would have worked for him. Why? Because he would be targeting newspapers, a dying market. That being said, having a great market is an advantage. But you can be in a normal market that’s growing at an average rate and still make crazy money. Every market I have been in has been a normal market. You just don't actually want to be selling ice to eskimos.

There are two types of people in this world:

1) Those who talk shit
2) Those who do shit

You won't receive the first from the second.