Charge as much money as you can

I want to be abundantly clear: the goal should be to charge as much money for your products or services as humanly possible. I’m talking heinous amounts of money. That being said, anyone can raise their prices, but only a select few can charge these rates and get people to say yes. From this point forward, you must abandon any notion you have about “what’s fair.” Every enormous company in the world charges you money for things that cost them nothing. It costs pennies for the phone company to add an additional user, except they don’t mind charging you hundreds per month for access. It costs pennies to manufacture pharmaceutical drugs, but they don’t mind charging hundreds of dollars a month for it. ”

Excerpt From: Alex Hormozi. “$100M Offers: How To Make Offers So Good People Feel Stupid Saying No.”