Our Book of the Month is called “$100M offers: How to make offers so good people feel stupid saying no.” By Alex Hormozi

The core of the book is based on the notion of making Value-Driven vs. Price-Driven Purchases

You can grow your business by three axes, more customers, selling more value, and getting them to buy more often.

The simplest way to increase the gap between price to value is by lowering the price. It’s also, most of the time, the wrong decision for the business. Getting people to buy is NOT the objective of a business. Making money is. And lowering price is a one-way road to destruction for most — you can only go down to $0, but you can go infinitely high in the other direction. So, unless you have a revolutionary way of decreasing your costs to a fraction of the competition, don’t compete on price.