Goods in any storehouse are useless until somebody takes them out and puts them to the use they were meant for. That applies to what man stores away … - Josh Kaufman

Every time your customers purchase from you, they’re deciding that they value what you have to offer more than they value anything else their money could buy at that moment.

Perceived Value determines how much your customers will be willing to pay for what you’re offering. The higher the perceived value of your offering, the more you’ll be able to charge for it, which significantly improves your chances of succeeding.

In Brain Rules, John Medina shares how he’s able to keep the attention of his students in classes that last more than an hour: he plans his class in modules that last no more than ten minutes. Each module starts with a Hook — an interesting story or anecdote, followed by a brief explanation of the key concept. Following this format ensures that his audience retains more information and doesn’t zone out. (That’s the primary reason this book is organized in short sections that take less than ten minutes to read.)