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Our premium-priced product or service literally pays for our marketing.  So, the products & services we sell have to be coherent with the marketing message we put forth in the marketplace. You can't act like the high-priced provider & charge like the cheap one.  Because when you end up in that middle ground that’s where everything falls apart. First, you can look at it as: “What do I need to charge to act a certain way? - and “When I act that way what volume do I need to make it worth what I charge?”