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Priceless: The Myth of Fair Value (and How to Take Advantage of It)
the amount we’re willing to pay for things often depends, to a large degree, on how fair the price appears to be.
Dan Ariely • Dollars and Sense
on “price” instead of “value.”
Alex Hormozi • $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Acquisition.com $100M Series Book 1)
The objective value of the product or other measures of value, such as the Marxian theory that value is defined by the human labor time invested, do not matter intrinsically. They matter only to the degree that the customer thinks they matter and is willing to a pay a price in return.