Virtuous versus vicious cycle of price

How price moves client behaviour and the business.

Alex Hormozi's framework, from Gym Launch Secrets, pp. 141 to 164.

Lower price
Emotional investment, perceived value and results fall while demandingness rises.
Business effect of low price
Profit per customer, self-value, service levels and sales conviction all fall.
Higher price
Investment, value and results rise while demandingness falls.
Business effect of high price
More profit to reinvest, higher service levels and stronger sales conviction.

From chapter: Chapter 8, Price-Profit Levers, pp. 141–164

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