Drop your prices low enough and people will buy from you. - Simon Sinek

when a company clearly communicates their WHY, what they believe, and we believe what they believe, then we will sometimes go to extraordinary lengths to include those products or brands in our lives.

Don't forget, the superior Betamax technology did not beat out the substandard VHS technology as the standard format for videotape in the 1980s.

Those who are inspired are willing to pay a premium or endure inconvenience, even personal suffering.