Here’s a curious fact about human beings: we have a really hard time realizing that something isn’t there. - Josh Kaufman

Our perceptions are influenced by information gathered from the surrounding environment. Is $10,000 a lot of money? It depends on your circumstances. If you have $10 in your bank account, $10,000 is an enormous sum. If you have $100 million, it’s a rounding error.

Advertising is the tax you pay for being unremarkable. — ROBERT STEPHENS, FOUNDER OF GEEK SQUAD

The moment you make a mistake in pricing, you’re eating into your reputation or your profits. — KATHARINE PAINE, FOUNDER