How to see if someone will snap under pressure: When shit gets hard, they will prioritize their feelings over their commitment and justify the chang… - 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.

People want to buy expensive things. They just need a reason. And the goal isn’t just to be slightly above the market price — the goal is to be so much higher that a consumer thinks to themselves, “This is so much more expensive, there must be something entirely different going on here.

You're not getting what you want because you haven't done enough volume to make it unreasonable to not get what you want.