Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

So we want to be obnoxious in our offering for most of us, most of the people in the room.I know in my businesses, it's easier to be the highest higher priced in the niche than the lower priced. That's such a volume game. That one's hard to win.

You might not be big enough or well-funded enough to do that. So, in our niches, the higher price is usually the easier one to attain. And we need to have that premium offering because we need to be thought leaders.

Why do we need to be a thought leader and an expert? Because during volatile times, buyers defer to experts. In other words, they are willing to pay more for your products and services. If they think you can get them there the first time if they think you can do the project, hit the deadline, you know, and it's not because they have more money or money's cheap. It actually works in reverse. It's because they're risk averse and they only have one chance with their money or they only have one chance on this project and it's gotta be right. So they're willing to pay your five, 10, 20, and 30% premium, depending on the product or service, in order to ensure that they get a better experience or get a better outcome.

Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO.