If you’re thinking about starting a business, or have recently started one, it’s crucial to understand that you can’t succeed by trying to sell people what you think they SHOULD want. It’s critical to clearly understand that consumers make purchases based on they DO want.

Likewise, never lose sight of the fact that an asking price is nothing more than your opinion of what your product or service is worth, while value is someone else’s opinion of what your product or service is worth. And, guess what? Customers aren’t interested in your opinion.

Which means that the virtue of self-interest in the marketplace is that no one can continue to produce a product or provide a service if there aren’t enough people who want to buy it at the price that is being asked for it.

In simple terms, then, a big part of getting what you want in life is a result of taking actions that give other people what they want – especially if you’re in business for yourself.