If you’re attempting to sell something to someone you need to find out what’s scarce.  Most people think it’s money but that’s seldom what’s really in short supply.

Planning a trek to the top of the world? There’s not much heat up there and people freeze to death regularly, so you don’t care that the North Face Dome is $5,000.

In business you have to figure out what unique contribution you bring to the table that your competitors don’t.  If there’s 1,000 people a click away who do what you do, the way you do it don’t expect to be paid a premium.