Vishen LakhianiFounder of Mindvalley | NYT Bestselling Author | Transforming Lives Globally

The key isn’t to give less value, it’s to structure it wisely. Inspire curiosity

5 Oct 2025 · 1 min

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0:52

Short spoken piece (Vishen Lakhiani) arguing that giving away too much free value can reduce buyers' willingness to pay. Uses a restaurant/pizza analogy: when a coach gives an overly generous free session (the "massive cheese pizza"), prospects feel "full" and decline paid coaching (choose "a salad"). The work emphasizes structuring value wisely rather than simply giving less.

Chapters

Imagine you sit down at a restaurant and you're hungry, and the waiter comes out, and the waiter says, while you're looking at the menu, let me give you a massive cheese pizza. Just while you're looking at the menu. So you're sitting there looking at the menu, eating a cheese pizza, and then the waiter comes back and says, what would you like to eat? And you go, just have a little salad. And the waiter says, how dare you. I gave you a massive cheese pizza, and that's how you repay me? But it's like, hey, you made me feel full. I was hungry, and you gave me a massive cheese pizza. I just not hungry anymore. So my friend who was a coach, was going around doing all this free coaching, and what was happening is that he was just giving away his free pizza, and he would do amazing coaching sessions, and the person would go, oh, I feel so full. And he said, do you want to sign up for coaching? And they go, no, I'll just have a salad, right?