The Five Keys to Public Messages

The next question is presenting price. How can you sort of, I don't know if you just have a brand new book out on price that you co-authored with Diamond member Jason Mars? Everybody, from the world that I came from, which was retail, and then every other niche I've ever seen that I've worked with, almost everybody is so fearful of price. So, how can you again make price your friend and not your enemy? Yeah, you're right. People act like price is a terrorist. And they really are afraid of it. And I think every big gutter is, but you kind of need to get over it.