That's right! People don't buy products or services. They buy a way to rid themselves of: a pain a problem a challenge Or they buy to fill: a desire a need. They want solutions. They also want Courtesy Friendliness Honesty If you give them these, they'll choose you every time over anyone who gives less. My old mentor Michael Phillips taught his apprentices that the whole transaction of the exchange of goods and services. should be the basic unit of observation. This is contrary to contemporary economic theory’s focus on the basic unit of observation as money (or its equivalent).…