My First Million
The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.
Back to Beliefs
Price is determined by value equation optimization, not cost-plus margins
Evidence
Same outcome (weight loss) commands $5-$50,000 depending on value equation variables
Implication
Businesses should focus on value engineering rather than cost reduction for profit growth
Counter Belief
Market determines price, businesses must accept competitive pricing
Example Application
Instead of cutting costs to compete, invest in credibility, speed, and effort reduction to justify premium pricing