The Importance of Storytelling

When you're buying a house, and this is true for when people are buying everything, there is a story that they are telling themselves. And so the more that we're focused on the story that the buyer might be telling themselves, the better it works. As a customer, someone who's buying something to be able to defend your choice. You know, really just down in that place. The good feeling that you're talking, that we talk about in the happy pricing course, is like without that good feeling, then there's essentially a thing, a lot of the capacity to add values disappears.