Some things really are simple and some things that are simple are easy.
“Revenue Science™” and the BellCurve tool tells us that not all customers are the same and not all potential customers are potential customers for you.
The market has customers who live their life by “besting” others. They manage their life in a “win” “loose” way and they plan to “win” as often as possible. Beyond that they believe everyone is the world does the same thing and so every engagement is a contest to see who wins.
When the seller thinks this way they are a “make money from” company. They will charge as much as possible and deliver the least they can to get the deal. In their mind much of what they make is taken from the weak or poorly informed customer who should have been more aware of the rules of business.
This seller must do high volumes and find replacement customers all the time.
The market also has buyers and sellers who are committed to working with others to make the world a better place. These buyers value a seller’s worthy intention and are compelled by a seller who the buyers share a higher purpose with (health, food, wine, education, peace, etc.).
When a buyer finds a seller with a shared worthy intention the buyer is loyal, long-term, willing to pay more and activity helps the seller get smarter and more profitable so they can fight for that worthy intention together.
The world is transparent and every buyer can see if a seller makes money from the buyer or with the buyer.
Every seller better decide, declare and then deliver 100% of the time which ever they are.