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 th… - Alex Hormozi

There is no strategic benefit to being the second cheapest in the marketplace, but there is for being the most expensive.

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.

Given this postulate, a prospect would (in theory) purchase something from you, and the moment their credit card was run, it would immediately become their reality. That is infinite value. Imagine clicking the purchase button on a weight loss product and instantly seeing your stomach turn into a six-pack. Or imagine hiring a marketing firm, and as soon as you sign your document, your phone begins ringing with new highly qualified prospects. How valuable would these products/services be? Infinitely valuable. And that’s the point. I don't know if we entrepreneurs will ever get there, but that is the hypothetical limit we all should strive towards, and why I structured the equation this way.