All truth is relative. Relative to your mind or the mind of another human being. When you say, 'I’m right and the next person is wrong,' all you’re r… - Al Ries

Too often, however, greed gets confused with positioning thinking. Charging high prices is not the way to get rich. Being the first to (1) establish the high-price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success. Otherwise, your high price just drives prospective customers away.

A perception that exists in the mind is often interpreted as a universal truth.

Building your brand on quality is like building your house on sand. You can build quality into your product, but that has little to do with your success in the marketplace.