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It’s too expensive!

Or is it?
Because maybe it’s too cheap.

Price is a story. A cheap price tells a different story than an expensive price.

It’s too cheap when your customer chooses the competition over you because the story your customer derives from the price has destroyed trust in your offer.

Price is also an enabler. Higher prices enable more premium offers.

It’s too expensive when the service you provide can’t live up to the story your customer derives from the price.

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10 eyewitnesses

If, after a car accident, you ask 10 eyewitnesses what they saw, you will hear 10 different versions of the same accident, possibly even contradictory

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The longevity of a story

Most stories can be told in a couple of minutes, sometimes less. Good stories resonate way longer. Great ones even for years and decades. Most

Read »
Dr. Michael Gerharz

Dr. Michael Gerharz

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