Bigger broader guarantees work better with lower ticket B2C businesses (many people just won't bother taking the time). - 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.

Whenever someone wrongs you, remember the punishment you want them to suffer is the life they already have. You can’t inflict more pain on someone than an immoral person inflicts on themselves.

A focused fool can accomplish more than a distracted genius.