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Was du mitnimmst
- Ob etwas wertvoll ist, zeigt sich daran, ob Leute wirklich dafür bezahlen.
- Der Wert eines Angebots hängt vom Traumergebnis ab und davon, wie lange, anstrengend und unsicher der Weg dahin ist.
- Je schneller, einfacher und sicherer ein Ergebnis erreichbar ist, desto wertvoller wirkt das Angebot.
- Eine Diätpille, die schnell und ohne Willenskraft wirkt, ist leichter zu verkaufen als ein Fitnessprogramm mit viel Aufwand.
Volltranskript
Das Transkript ist das englische Original mit Timecodes. Die deutsche Zusammenfassung steht oben. Sprecher werden automatisch zugeordnet.
0:00Can you clearly define how to find out what is valuable to your marketplace? Yes, you ask them to buy it and if they pay you for it, then they have found value in it. And if you're like, what? How do I know how to define value? I actually wrote a book on that, too. Uh, I actually made an equation for it. So, the value equation has four components. One is the dream outcome, which is what is the thing that people ultimately want. And then the other three variables are things that detract or pull away from that dream outcome. And so if I can give you this dream outcome, let's say that you want to get a six-pack, you want to be in shape. And I say it's going to take two years. So it's going to be slow. Uh it's going to take time from you every single day. It's going to be t it's going to take a long time. And it will take you a lot of time. So that's two elements of time. Uh it's going to cause you to have to do things that you don't want to do. And it's going to cause you to do stop doing things that you do want to do. So you stop good stuff and you start bad stuff.
0:55And on the top of that, there's a chance that you might not hit it even if you do all these other things right and you take all this sacrifice. Is that a valuable thing? Well, I mean, it's kind of, but I basically described the fitness sale to you. You got to work out. You got to stop eating tacos. You can't drink on the weekends, right? It's going to take multiple years. Uh, and it's also going to take you time every single day. You're going to be sore.
1:20You're going to be tired. All this stuff, right? Um, and then on top of that, uh, you might try this whole period of time and you might have terrible genetics. And so, uh, all that to say, it will, that's why that's why you have to spend an hour arm wrestling somebody to sign up for personal training. On the flip side, if I sold GLP1, which is a diet drug, right? And they have a new drug that's coming out um, that they're going to pair with GLP1, which is like a muscle preserving drug. So, you can literally keep or maint or gain a little bit of muscle on this drug while also starving yourself. Uh, then you have a better physique and it takes no willpower and you just take this drug.
1:57So, it's fast. It's virtually guaranteed because it requires no willpower. Um, and it gets you the physique you want. Which one's more valuable? Which one do you think would be harder to sell? Probably the personal training one. And so, fundamentally, this is how you differentiate value. Hopefully that answers.