Introduction

The four-waisted price is cost-based. Market-based, see what everyone else is charging and then work out how you wanna compare to them. Return-based, calculate how much money someone's gonna get back somehow from doing the work and then calculating the price based on that future return. And value-based, which I think is a bit more amorphous, but the way he put it in the book was this particular person, a particular type of person who will get the most value out of what you do. These are the kinds of people we're wanting to search out with WhatsApp.