January 26, 2019


Sent by Jonathan Stark on January 28th, 2019

Perspective is amazing. It’s inherently subjective, but we humans seem to forget this on a regular basis. 

As a result, it’s easy to point to examples of folks speaking as if literally everyone is experiencing the world in the same way that they are.

Here’s an example... Consider the phrase:

“It makes no sense!” 

Have you ever uttered these words? What did you mean when you said then? Who exactly did “it” make no sense to? 

Here’s the thing...

Studies have shown that objective rational thinking plays very little part in buying decisions. My personal experience supports these findings. I betcha yours does, too.  


Why is it that when we price our own products and services, we tend to act as if our buyers will be objective and rational?

There is no objective reality when it comes to pricing. A price is either acceptable to a particular buyer or it isn’t. Your personal perspective has nothing at all to do with it.