"This seemingly inconsequential, yet utterly brilliant anchoring mechanism was enough to turn the entire sales process on its head and leave the customers fighting for their life to hang onto what, from their perspective, was now their own property and be willing to pay whatever they had to keep it that way."

"Seize this gaping opportunity. Show everyone there's a way of life which lets you spend your entire day doing exactly what you want, when you want, with the people you want and where, not only do you get to do all that, but you actually get paid for it."

"Suddenly, the fictional nature of the world you’re watching gives way to the literal reality of the medium you’re witnessing it through and you feel as though you’re no longer a passive bystander, but an active participant in the whole charade."

"People can't conceptualise '$100/month'. But they can conceptualise 'for the same price as your daily coffee'. Start reframing your pricing in terms of something people already spend frivolously on and you'll see a dramatic increase in take-up rates."

"The Salesman's Paradox: People don't buy based on real problems. They buy based on PERCEIVED problems. And the sooner you start targeting your marketing to what people believe they're struggling with rather than what you know they're struggling with, the more sales you'll begin to make."

"The goal is to decrease your "Beta" by designing such a unique fucking brand that while everyone else is going down faster than Kate and Leo on the Titanic, you’re sitting pretty because you’ve built yourself your own personal lifeboat."