Price is what you pay. Value is what you get. - Alex Hormozi

You don’t need to explain yourself.

You don’t need anyone’s permission to go after what you want.

And you don’t need to wait.

In order to sell anything, you need demand. We are not trying to create demand. We are trying to channel it. That is a very important distinction. If you don’t have a market for your offer, nothing that follows will work. This entire book sits atop the assumption that you have at least a “normal” market, which I define as a market that is growing at the same rate as the marketplace and that has common unmet needs that fall into one of three categories: improved health, increased wealth, or improved relationships.

A person who pays with their time now is more likely to pay with their money later.