How to Charge More, You Have to Focus on Building Desire

Katy and i gave a presentation at one of the breakout sessions, and our talk was about how to charge more. And essentially it was, if you want to charge more, you have to focus on building need in the ind of the buyer,. That's determined by how much somebody wants whatever it is that you're selling. Again, high prices are the by product of their desire. It's the scale that you step on.