Sell the sizzle, not the sausage

Most people buy products and services for the benefits they bring to their lives, not because they actually want the functionality of whatever they are buying.
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Scratch your own itch

Identify problems you know about in your own life, come up with a fix and make a business out of it.
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People value things as much as they pay for them

The only true way to define market price is that it is what someone is prepared to pay.
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