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Getting shocked was a badge of honor for Woz. He prided himself on being a hardware engineer, which meant that random shocks were routine. He once devised a roulette game where four people put their thumbs in a slot; when the ball landed, one would get shocked. “Hardware guys will play this game, but software guys are too chicken,” he noted.
Steve Jobs
Walter Isaacson
Two companies cannot own the same word in the prospect’s mind.
The 22 Immutable Laws of Marketing
Al Ries
People lower the price to close a sale. But even if you close this one sale, the customer will question every price you offer from that point going forward…and whoever they tell. You trade trust for a buck. Not worth it.
Note: You can offer something different for less. You just can’t offer the same thing for less. If he had offered different insurance for less, rather than the same insurance for less, he probably would’ve kept her trust and closed the sale.
$100M Money Models: How to Make Money
Alex Hormozi
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