You can measure most people’s success by the amount of work they did after they stopped feeling like it. - Alex Hormozi

The degree of the pain will be proportional to the price you will be able to charge (more on this in the Value Equation chapter). When they hear the solution to their pain, and inversely, what their life would look like without this pain, they should be drawn to your solution. I have a saying I use to train sales teams “The pain is the pitch.” If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. A prospect must have a painful problem for us to solve and charge money for our solution.

No one is gonna give a shit about you for you. You gotta do that for you.

the odds are stacked against you.