The key to your product probably won’t be that it’s new. It’ll be that it’s different, even if it’s just in one small way.

We are simply passionate business builders who can’t do anything except be entrepreneurs. Why? Because above else, we desire freedom. We desire the freedom to give more to our families, our communities, and our churches, and we desire to leave the world better than how we found it. We desire the freedom to give our kids the advantages that we did n

People buy products that say something about themselves. Paying twice the price for Bulletproof Coffee versus the competitors says that the person is a high performer.

Where does your person hang out with others?

Focus on your customer, not your competitor. One of my mentors, Kevin Nations, has his own rule of pricing that I like: Find out what the customer wants, find out what solving their problem is worth to them, then charge them a little bit less than that.

6. Do you know how you will get predictable sales?

2. What do they already buy? Can you list at least three to five products that your group already buys? If you can’t list at least three products, you’re in the wrong market. At this point in the process, it’s really tempting to make up a product idea from scratch, but I recommend that you start by identifying what your person already buys.

A brand is trust. A brand is an expectation that the customer will be happy with his or her purchase. A brand is something built by creating a group of products that all serve the same person.

the difference between brands and products. Products appeal to one person at one time. But a brand appeals to a group of people first, and then gets adopted by everyone else. Products make a little bit of money for a short amount of time. Brands get acquired for millions of dollars.