value, there are three main benefits to creating a premium, high-end image and charging more than the competition. Higher pricing means that we can sell fewer units—and thus manage fewer customers—and fulfill our dreamlines. It’s faster. Higher pricing attracts lower-maintenance customers (better credit, fewer complaints/questions, fewer returns, e

The main benefit of your product should be explainable in one sentence or phrase.

1. Which social, industry, and professional groups do you belong to,

It is critical that you decide how you will sell and distribute your product before you commit to a product in the first place.

CREATING DEMAND IS hard. Filling demand is much easier. Don’t create a product, then seek someone to sell it to. Find a market—define your customers—then find or develop a product for them.

First, the more competing resellers there are, the faster your product goes extinct.

smart testing, smart positioning, and brilliant distribution.

Learn to be difficult when it counts. In school as in life, having a reputation for being assertive will help you receive preferential treatment without having to beg or fight for it every time.

indignation.