CHAPTER 9

Psychology and Science of Value,

Do you remember the character Tyler Durden, played by Brad Pitt in the movie Fight Club? In the film, he gave an epic speech on the rules for fight club—one that has become legendary and helped the film to garner a cult-like following.

For those of you who have not yet seen the show, the first rule of fight club is pretty simple and memorable—you do not talk about fight club. Ironically, the second and third rules of fight club are also equally uncomplicated and unforgettable... you do not talk about fight club.

Now, strangely enough, this crazy, confronting, and unforgettable address contains a simple, poignant, and powerful nugget of gold that will literally transform your pricing strategy and revolutionize ...

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