I Wouldn't Start A Business In 2026 Unless I Was The Most Expensive

If I were starting an e-commerce brand from scratch today, I would only do it if I was the most expensive product in the market, the most premium, the highest priced product in the space. Not middle of the road, not cheaper than most, not the lowest product, the most expensive product in the marketplace. And in this video, I'm going to explain to you why. Because the common knowledge in the e-commerce space is if you want to increase sales, you decrease your price, you run more aggressive discounts, you go after a bigger base of customers. And I think especially in today's marketplace, that is bass-ackwards. And so I'm, I'm just gonna give you this thesis to play with. If you wanna increase your sales, increase your price. And in this class, I'm, I'm gonna lay out both the reasons why you should do that, and then I'm going to show you how to do that. And this is going to apply even if you are selling on big marketplaces like Amazon and TikTok Shop. So I'm gonna convince you to raise your prices and then I'll show you how to do it. Let's dive in. Let me start by convincing you why having the most expensive product also gives you the best chance at having a great business. And not just a more profitable one, just a better business. So the first reason is because the placebo effect is real. So check this out. There was this study published in the Journal of Neurology, and this was just one of the most fascinating pieces of work I've ever seen on the placebo effect. Basically, they, they took Parkinson's patients and they injected them with two different drugs. Drugs. The first they told the patients was a $100 treatment, and then the second they told was a $1,500 per dose treatment. Now, here's the kicker. Both of them were placebos. They were just saline, salt water. So here's what happened. The first placebo, the $100 per dose treatment, it actually increased motor function measurably by 13%. Oh, not bad. But the $1,500 per dose treatment increased motor function by 28%. That was almost the same as the actual pharmaceutical drug that was given for that effect of increasing motor function in Parkinson's patients. And they interviewed the patients who got the most expensive dose after they learned that it was a placebo. And the people who got the most expensive dose were actually quoted as saying that they noticed a significant improvement after they got the expensive placebo. So the placebo effect is real. Now, how does this impact your e-commerce brand? When you have a high price for a product, you increase the expectations that someone is going to have an effect from taking a product. Now, this is especially true in consumables, right? With supplements and with topicals and skincare, which are my favorite markets, by the way. The, the higher the price of the product, the higher the expectation of results because the brain runs on consistency bias. It says when it thinks it's going to happen, it sees confirmation of what it expects is going to happen. Now, this has also been observed in wine drinkers. You tell somebody a wine is cheap, they will rate it low. You tell somebody a wine is expensive, they will rate it high. The placebo effect is real, guys, and we've all experienced it where we keep buying something that is premium just because we have an expectation that it must be the highest quality product. So if for no other reason, raise your prices because the placebo effect is real and you will probably get better feedback, better reviews, and better reported experiences from your customers just from the increased perception of what they are experiencing when they use the product. Reason number 2: margin protects your presence. I like to tell our clients and customers that the purpose of price is to protect your presence. That was a lot of Ps. I should trademark that or something. Now, when you've got little to no profit, when you sell something, you can't be present for the customer. We've all experienced something like this where you're so worried about money that you're not even present with the person who paid you. Like you, when, when you, when you are stressed about money at work, you are not present to the work that you are doing. When you are worried about getting more clients, you are not present with the clients that have given you money. And when you are worried about money and you're showing up with customers, you are not present with the customers. And so you can't do a good job. If the purpose of having a high price is to protect your presence, then when someone pays you, you actually deliver a really good job for them. Now, you might think that this is only true with clients who pay you a lot of money. For example, if somebody gives you $500 for something versus $50,000 for something, you're gonna be more present with the $50,000 client, right? But this is also true when you are selling physical stuff, because if you've got a high price point, a high margin, you you are likely to be present in the building of the systems that will service that client. What do our customer service systems need to look like? What is our follow-up process gonna be? What is the packaging going to look like? When you're sitting on a lot of margin, you are more likely to take those things seriously. And guess what? Those things matter. Those things matter a lot for the overall experience that your customers have. But when you are trying to operate with these shoestring margins, you're just trying to ship shit out the door. It's just what you're trying to do. You're trying to get sales and automate as much as possible and not have any real customer service and not create good content. You're not worried about packaging and you're trying to cheap on the ingredients in the product and you're just trying to ship shit out the door. We all do it. There's no incentive for us to be present to develop the processes that are gonna actually serve the customer and the client. But real businesses get built on good work. And so price yourself in order to protect the good work that is ultimately in service to your clients and customers. Here's an example to kind of illustrate this: buying a used car versus buying a Lamborghini. Now, we all know the, the typical sleazy used car salesman. There's a reason why that's a cliché. The common phrase that they'll say is, what do I gotta do today to make you walk outta here with this car? And they're pushing you and they're trying to haggle and you feel gross about negotiating with them. It, it's just, there's a reason it's a cliché and it's 'cause it feels gross to buy a used car. Now compare that to when you go to a Lamborghini dealership. It's a luxury experience. They'll, they're gonna offer you food and drink. You'll probably get some whiskey, probably a nice whiskey too. And you might get like a, a, a test drive. With somebody who is there and has nothing to do and is just worried about your experience and takes you to a private place to step on the gas and see what it feels like. And if you walk outta there without buying a Lamborghini, guess what? They don't push, they don't rush you. Why? Because they know that if you come back in a year and buy because of that good experience, that's great. Their commission is gonna be the same a year from now, and they're willing to wait. They're willing to be patient with this, this transaction because their commission is huge. But when you're selling a used car, it's like, this person may never come back. I gotta hurry up and get this commission. I gotta push this on you. It's a terrible experience. So when you know that that's true, when you are buying something luxury, what experience do you wanna have for your customers? Do you wanna have that rushed, gotta sell things experience, or do you want it to be no rush? Like, I don't have to push you because I know that I'm gonna make the same amount of money if I treat you really well than if I'm trying to push this on you. You really can't do that when you're operating on a shoestring margin, but when you've got a nice cushion to work with, you can give people the experience that ultimately you feel good about having since you're the owner of the company. But if you have the cushion, if you have the margin to work with, then you're able to give a better experience for your customers. And it's probably the same experience that you would want if you were the customer. Next reason why it's better to have really premium prices is because better discounts and better math. Now, here's something that most founders never think about. If you've got a $50 product and you run a 40% discount, then the sale price is going to be $30. Okay, cool. Nice offer. Nice discount. But if you've got a $100 product and you offer a 40% discount, then your sale price is going to be $60. You had twice as much of a discount, but the total take-home price is still higher than your competitor was selling for when they were charging full price. And what gives your customer a better experience? The cheap product that is marked down to be even cheaper, or the highest-priced product in the marketplace doing a significant discount? Which one are you likely to pay more attention to? Making a cheap product cheaper does not really move the needle, but having a very premium product that gets discounted once in a while can move mountains. Now, I love to do this with first-time customers. I love to have a premium price point on a product that I feel really confident in, and I can give an aggressive discount to a first-time customer. Love doing that. You've all heard that it is 7 times more expensive to acquire a customer as it is to get people to buy over and over again. So he who can get the most customers wins. Well, guess what helps you get the most customers? Giving really strong incentives to buy the first time. It's why drug dealers give the first one for free. Okay. Same concept. Selling online is just like selling drugs. This is gonna get censored. Anyway, if you can be aggressive with the promotions to get customers knowing that they're gonna come back and have a better experience cuz it was a premium product, they're gonna come back and have a higher reorder rate and they're more likely to give reviews and tell their friends. Doesn't it start to make more sense that having a premium price point that you can be aggressive with to acquire customers is just allowing you to do a better job to grow the business. So that's reason number 3. When you discount a product that is already cheap, it feels like a gimmick. But when you discount a product that is premium, that feels like an event. I would much rather have that type of a business than making cheap stuff even cheaper. And finally, and maybe the most important one, Margin is what funds marketing. I'm going to make a bold statement here. This isn't going to make me popular, but I think that e-commerce entrepreneurs are some of the worst marketers on the planet. I think e-commerce entrepreneurs are kind of lazy marketers. And you know this because people will use price as a way to get around marketing. My product isn't converting, so I'll just drop the price. People aren't buying enough of them, so I'll run more aggressive discounts. Oh, it's Black Friday, so we might as well do a really aggressive discount because that's what everybody else does. But a lot of the time what I see is that they're using this as a way around doing good marketing. What I have found is that when you have a premium price point, it forces you to think about what needs to be true in order to justify a premium price point. So if you are twice the price of everybody else and you look like dog crap, you're not gonna sell anything. It is true that dropping price may increase sales in the short term, but another thing that increases sales is having better marketing and having better images and having better reviews and having better packaging and having better listing images and on and on and on. These are all things that also increase sales. So you can drop price or you can become better at marketing. One of those two things is instant. You can click a couple buttons and drop your price and you'll increase sales, but your margins go to hell. The other takes you learning a different skill set. It requires that you be thoughtful about what you do in your brand. It requires that you be thoughtful about how you treat your customers. But long term, those are the things that actually increase sales and make you money. So instead of dropping price so that you don't have to do any marketing, I recommend raising your price as a forcing function to get you to focus on the things that actually grow the business long term. And guess what? That might mean that you have to develop some new skills or create some new images in order to increase the conversions on your sales page. That increase in margin allows you to spend money on advertising. It allows you to actually run the campaigns that you wanna run, but you feel like you can't afford to run because the advertising is eating up all of your profit. If you have proper margin, you can spend more to collect the customer. Now here's where things get kind of exciting in my opinion. If you can combine reason number 3 and reason number 4, meaning you can do better discounts and you can spend more money on advertising, now you're really dangerous. So imagine this for a second. Imagine that you had a high-priced product where you could actually market the product. You could actually run ads. You could actually get exposure to the product because you had the proper margin to be able to afford advertising. And then once in a while you did a discount that looked really significant. It was a 40% discount, but you were still a higher price product than everybody else. That is a very strong campaign because you have the awareness and you have the branding to have the attention, and then you do a discount, which gets you a fast amount of conversions. When you have enough margin to be able to spend money on advertising and run discounts once in a while, that is when you can start to beat all of your competitors. So what does premium pricing really mean? And what does it actually look like? Well, let's go through one of the best examples that I see in the e-commerce industry. AG1, Athletic Greens. AG1 is the most expensive greens powder on the market. And if you spend any time in a health or fitness community, you will find plenty of people who do not like this company. You will say that they have, they will say that they have cheap ingredients or that is really not that great of a product or it's super overpriced. You'll hear that a lot. But guess what? It's still the best-selling greens powder in the world. And this is the origin story. Athletic Greens, now AG1, launched on the back of Tim Ferriss's book called The 4-Hour Body. And I interviewed the, the founder on the podcast years ago. And in fact, I did some consulting with them for about 18 months. And they, they actually told me the story that they wanted to change the name of the product. They didn't want to call it Athletic Greens, but Tim had already sent The 4-Hour Body to print. And so it was just too late. Tim published the book and so it was called Athletic Greens. The product hadn't even launched yet, but they had a friendship and Tim liked the product and that was how they launched on the back of The 4-Hour Body. And guess what? It converted because Tim had some authority and some influence. Then because they had enough margin to work with, they started sponsoring all of Tim Ferriss's podcasts. They started sponsoring Tim Ferriss's email newsletter. And by the way, those ad drops are expensive, but they could do it because they had the margin to be able to do it. So they kept rolling onto more podcasts and doing more and more advertising to get their target market, and they could afford to pay those people a premium because they had enough margin to be able to do it. And those customers came back and bought over and over and over again. And then what happened? They had so much profit that they were able to raise capital at a billion-dollar valuation, hire a CEO to take them to the promised land, rebrand to AG1, and now they're everywhere. And now what do you see? You see them advertising on Huberman, and you see Hugh Jackman as the spokesperson for AG1. Why can they do all of this? Because they have a lot of profit. They have a lot of margin in that product and they can afford to do really good branding and they can afford to do marketing experiments. And even though people will stand on the table and shout from the rooftops that this is not the best product, this is actually an overhyped package of green stuff, it is still the best-selling greens powder in the world because they can outspend everybody else to get customers. Because they have a lot of margin. These are things that you just can't do when you are a cheap or even medium-priced product. You can't sponsor the influencers that you want to work with. You can't afford to do really good branding. You can't afford to do the content campaigns that you want to do. And even if you could, you probably wouldn't put a lot of attention on it because you wouldn't be present to the work. You'd be so worried about making more sales. Have I made my point yet? Okay, good. Then let's move on. What does premium branding actually look like? This is where a lot of founders get things wrong. Premium does not mean that you have expensive packaging or a fancy logo, although it can mean those things. What premium branding looks like is clarity. When you have a low-price product, the temptation in your marketing is to use every type of call-out and promise possible. You'll see this in the food space, for example. You'll see something show that it's vegan and gluten-free and keto and low sugar and Maha-friendly and, and, and, and, and. And so they're trying to use every possible call-out to draw attention to the product. But premium branding is very simple. If you look at the really expensive marketing campaigns that are famous, they're one word. Or 3 words. It's the clarity of the promise of the product that creates a premium brand. Not a lot of fancy promises. One clear, simple promise. I'll give you an example. I have a supplement company with my business partner Tomer. It's called Switch Supplements. Up until recently, there was just one product in the lineup, and it's a sleep supplement called Killswitch, and the tagline is sleep like you're dead. I made that up on a whim. I ran it by the team and they didn't like it. They thought it was too aggressive, and I pushed for it and we rolled with it. And now you kind of can't forget it. Killswitch, sleep like you're dead. That one simple line doesn't call out the fact that it's zero sugar or low calorie or has no synthetic melatonin. If we were a cheap product, those are exactly the things that we would highlight. We would be throwing everything about what's great about it. But instead we have one line: Sleep like you're dead. That is very simple marketing that has one clear promise, one simple message, simple copy, and you can't forget it. Trying to be everything to everyone looks cheap. Making one simple promise and making it memorable That's the start of a premium brand. So here's the question that I like to ask entrepreneurs when we're looking at increasing their margin. I like to ask, what would need to be true in order for your product or your brand to double your price? And I'll get a lot of pushback against that. They'll say, well, if I double my price, it will kill my sales. And they're not wrong. That, that actually is partially true. If you were to double your price and change nothing, then it is probably going to kill your sales and you will come back and you will say, that podcast man, Ryan Daniel Moran, killed all of my sales 'cause he told me to double my price and now my sales are in the toilet. But if instead you say, if I'm gonna double my price, then the look and feel of my packaging is gonna have to change. In fact, here's a good example. And this is me eating some humble pie here. I mentioned my sleep supplement Killswitch earlier. As of this recording right now, if you were to go look at that listing on Amazon, there's a main image that I friggin' hate. I think it looks absolutely poop terrible. It is horrible. And I am begging the team to change this. And apparently This image won on a split test on click-through rate. The really crappy image that I hate won a click-through test against the previous image, and so they kept it. But it makes us look cheap. When I look at that image and say, is this a $60 or a $70 product? The answer is clearly not. And so now it's a forcing function for me to advocate for, okay, I understand that this one won a split test, but we got to do better. We got to have something that looks the part of being a premium brand because otherwise this is going to degrade our, our pricing leverage over time. So there's a forcing function. The price is a forcing function. Here's what will happen if we don't change this image. If we don't change this image, then Eventually someone on the team is gonna say, our click-through rate and our conversions are going down, we should drop the price. And it's gonna become a negative spiral of downward price and cheaper and cheaper branding. And, and I have to interrupt that. So the, the fact that we have a premium price in the marketplace forces me to, to say, guys, you can't run this image. I don't care what split test it ran. This does not look like a $60 product. So how are we going to match the results that this good image created while looking like a premium brand. And that forces us to go hire a good designer, which we can do because we've got the margin to work with. It forces us to prioritize a few things that protect the brand and create results. So by asking the question of what needs to happen if we were to double our price, we now have a filter through which to make decisions. And what most entrepreneurs discover is that there are things that need to change about their images. There are things that need to change about their copy. There are things that need to change about their branding. And if they change those things, then their conversion rates and their customer base will increase just as much, if not more so, than if they were to drop their price. But here is what is going on below the surface when people have this resistance to raising their price. It's actually more of a self-worth issue. It is this concern that people are going to tell me no. And guess what? You're an entrepreneur. People are going to tell you no. In fact, if everyone is saying yes to your offer, then you are not clear enough in who you serve and you are not priced accordingly. You do not want everyone to say yes to your product or your offer. You want a few people to say hell yes to your product or your offer. Because guess what? There's 8 billion people in this world. If you can get a few of them to say hell yes, they will tell other people about it. And if you give them a great experience, then they will leave you positive reviews that recruit other people to buy your product. And that's why I think that the way forward in e-commerce in 2026 is not by trying to drop your price. It is by charging a premium to the people who value the results that you give them at the highest level. So how do you actually market a premium product. Okay, there's a couple steps to this. And the way that it starts is by highlighting the difference, the difference between using your product and doing nothing. That is where good marketing starts. Now, what most people do is they will compare their product to the more expensive competitors and they'll say, ours is gluten-free or ours has better ingredients. And now you're comparing yourself to the other options. So you're still giving all of your attention to the other options. It's, it's just like in, in the greens powder space, everybody compares themselves to Athletic Greens and they will tell you why it's cheaper and better, but you're still talking about Athletic Greens. In the case study of Switch Supplements, if we were to compare our product to everybody else in the space, We would say that it had no synthetic melatonin and we would talk about the way it tastes great and we'd be comparing ourselves price point to the most expensive person in the market. This is all fine, but a much better way to do this is to show the difference between using your product and doing nothing. So here's how we do this with Switch. I wear an Oura Ring. And this Oura Ring tracks my sleep and it gives you a readiness score and it shows how much deep sleep I get and how much REM sleep I get and it tracks it over time. And I can look at the difference on my Oura Ring between nights that I don't use Switch and days that I do use Kill Switch. And I can measure a difference between when I use the product and when I don't use the product. Or in other words, when I use the product and I do nothing. I have never taken Killswitch and then compared it to a generic melatonin supplement and tried to track that on my Oura Ring. Doesn't matter. What I want to know is, is there certainty in the result to get me to keep taking Killswitch? Now, if I can show that my sleep score is 20% better when I use Killswitch, that's the difference that we are going to use in our marketing. It is the difference between using the product and doing nothing. If I can promise a 20% better deep sleep or a 20% better readiness score as a result of using this product, I don't even need to talk about the competitors. I don't need to talk about all of the different features. I need to talk about one clear difference that this product makes in my life, and I need to blast that out to as many people as possible. Now, in our case, our target market is entrepreneurs. So what does that 20% difference mean to their lives? Well, if you're an entrepreneur, you know what the difference is when you wake up in the morning and you feel at your best and when you sit down at your computer and things are just flowing through you because you got a great night's sleep and you crush your to-do list. And every entrepreneur knows that a great productive day starts with a great night's sleep. You see where this is going? If I can market the 20% difference in sleep to the highest value customers, the entrepreneurs, and I can say this is guaranteed productivity in a scoop. Oh my goodness. What will an entrepreneur pay for that? If I know I'm going to be 20% better at work when I show up to record or serve a client, am I going to be willing to pay $40 more for a sleep supplement? Uh, yeah. That is where the marketing starts. It starts by highlighting where you are different in the lives of the customer that you serve and connecting that to how it makes a difference in their day. That is where premium marketing begins. Here's another example. Let's just take me as a personal brand. I help entrepreneurs build 7-figure businesses. Wrote a book about it. Have some YouTube followers, have some clients. I run an investment fund for it. Great. But there's lots of people who teach e-commerce. There are a lot of people who teach entrepreneurs. There are a lot of people who teach how to sell on Amazon or build an audience or sell on TikTok Shop. But I'm the only guy who can help you go from idea to 8-figure exit. The only guy. The difference that I create in people's lives is that I help them go from idea to 8-figure exit. And I have clients who have done it and I have lots of proof for that. I'm the only guy who can promise that. What's the difference that I can make in your life? I can help you get an 8-figure exit. There's no Amazon guys who can talk about that. There are no audience builder guys who can talk about that. I can. That's the difference in working with me versus doing nothing. Now, in full transparency, depending on where you are in the entrepreneurial journey, you might be better off working with an Amazon expert if you want to maximize your position on Amazon. If you want to build a YouTube platform, there's people who are better to talk about how to build an audience on YouTube. If you want to be a great email marketer, there are people who are better at teaching you how to be an email marketer. But I'm the only guy who could help you get an 8-figure exit. And as a result, I can charge a premium because the difference in your life is an 8-figure difference. You see that? What I'm focused on is where am I different? Where can I say working with me creates this difference in your life versus doing nothing at all? And if you talk about that difference, you start to stand out as the premium option, the only option for your ideal person that you serve. You, you see how different that feels? There's no push, there's no rush. It's— this is the difference that I create in someone's life. And if you want to work with me, here's how. Versus talking about act now, spots are limited. Like, that just feels cheap and gross. Versus when you talk about your difference and you talk about that over and over again, you start to get labeled as the premium option for that end result. So this is the beginning of good premium branding and marketing. So what do we do from there? First, we take that difference and we use it in our marketing. That means our ads and our content. So if you're a new entrepreneur, my recommendation would be that you communicate that difference over and over again. And in the pieces of content that hit, those are going to be the ones that you boost as ads. Or if you're going right for running advertising, you're probably going to test 10 to 15 different differences. And one of those is going to be the hook that you use that gets a lot of customers. At the beginning, you may have to test different differences, but if you, if you've been in business for a while, you probably already know where you are different. You're just also talking about a lot of other different things at the same time. When you find that difference, it is going to be the thing that you communicate over and over again in your content and in your ads. And that is how you stand out from all the people that you're competing with. The second step, in my opinion, is to send that traffic to an email capture. And if you're an e-commerce, that email capture is probably going to be some first-time customer discount. So if you are clear in your difference and that is where your marketing is and you send that traffic to an email capture that offers a discount, In my experience, that gets a pretty darn good opt-in rate. And anyone who opts in for an aggressive discount on a premium product, they're a likely buyer, not a guaranteed buyer, but a likely buyer. And it's just a really good starting place for people to build their audience. They communicate the difference publicly, send them to an email capture with an aggressive discount, and now you're starting to stand out with the people who want you the most. And you're capturing the most likely customers on your email list. And then the third step is to send them to your sales page, which is where you will communicate social proof. The way that you solidify a premium price point is with as much social proof as possible. You do that with happy customers, highlighting reviews with nice things people have said about you. With any influencer endorsements that you have. And here's the cool thing. When you have a premium product, it's easier to get social proof. So this is kind of the, the magic formula to start showing up as a premium brand. You communicate your difference in your content and your ads, send them to an email capture where you offer an aggressive discount, and then send them over to your checkout page or your sales page, which is Amazon, TikTok Shop, Kickstarter, Shopify, wherever you click the order. But your sales page is focused on social proof, and that is how you will generate the highest conversion rate on the people who opt in. So difference, discount, social proof. That's your funnel right there. Now let me explain one scenario in which this does not go well. If you are only on one platform and you are dependent on that platform to give you all of your sales, this is a hard transition. For example, if you are dependent on Amazon or TikTok Shop to send you all of your traffic and all of your sales, raising prices can be very difficult. It's not impossible. I've done it. It means that you have to be very focused on increasing the conversion rate of your sales pages, having very good branding and very good proof. You can do it. It's just harder. But the way that you flip the script is to remember this. The best place to convert people is before they ever hit the sales page. If you have good content, good ads, good discounts, one-to-one interactions with your customers— and yes, I do one-on-one interactions with my customers— if you do those things, then the conversion rate goes up without them ever hitting a sales page. The way that I discovered this was way back in like 2010. In 2010, I was not in e-commerce. I was a full-time affiliate marketer. An affiliate marketer has to sell other people's stuff in order to make money. And I made money by getting commissions, by selling other people's stuff. And the way that I did this was I built email lists and I sent emails to the people on my newsletter and I replied to every email and I sometimes reached out to people on my email list and built real relationships with them. And what I discovered was the more connection that I had with those email subscribers, the higher the conversion rate on anything that I wanted to sell. It didn't matter if that thing was a t-shirt or if that thing was a subscription to something, or if it was a one-on-one consultation with me. If I had the connection with the customer before they hit the sales page, conversion went up. It almost didn't matter what was on the sales page. It mattered what happened before they ever hit the sales page. This is how we can create some independence from Amazon or TikTok Shop and have premium price points. It starts by what happens before they hit the sales page. That means what shows up in your content, what you say in your email list, the type of interactions that you have with the people in your audience. If you do those things well and then you send them to Amazon, you can have really high price points in markets where other people are selling cheap AF stuff. And the beautiful thing about that process is that if you take outside traffic and you send it to Amazon or TikTok or Walmart.com or Kickstarter, those platforms will reward you with more free traffic and you will rank for more exposure and rank for keywords and show up to more customers. It's a beautiful thing. So the way that you create a premium brand on a platform is not by just standing out from all of the competitors on that platform. It's by standing out to your customers before they ever get to the platform. And then the platform rewards you with free exposure. That's how you start to build a premium brand that takes a lot of sales on a platform without being dependent on it. So I'll wrap with this. It's my opinion that our job as entrepreneurs is to do really good work for our customers. And the best way that you can do really good work for your customers is to charge appropriately, even if that doesn't mean you're the most expensive in the space. What do you have to charge to do an amazing job? This is especially true in the early days. In the early days, you have the most work going into building a business. Once you've got economies of scale and you've got systems and processes, Maybe there's an argument for bringing the price down over time, but in the beginning, in order to incentivize you to do a really good job, I would not recommend that anyone get into the game without being one of, if not the most premium brands in whatever industry you decide to go into. If you would like to launch a high margin premium brand that has consumable products and repeat subscription buyers, that has the potential to get to 7 figures and be in a position to maybe have a really sizable exit in the future, I'd invite you to apply to work with us. There's several ways that we work with entrepreneurs, but if you just want to get on the waiting list for the next time we have a cohort to help people build high-margin businesses, you can see what we do and get on the waiting list over at Capitalism.com. Capitalism.com/bootcamp. My name's Ryan Daniel Moran. I help entrepreneurs build 7-figure businesses, and I'm the only guy who can help you go from idea to 8-figure exit. And I so appreciate you letting me mentor you on the journey. And if you decide to subscribe to the channel, I would appreciate it. Thanks for watching. I'll see you guys next time. Take care.