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 mu… - Alex Hormozi

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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.