Ben and Carlos try to interpret an email from Seth Godin to see how it relates to pricing and selling.

How do we help our customers make a decision (to buy from us)? And how do we do that with integrity and not feel slimy?

It can feel like we’re manipulating their ability to choose but we may also be helping them make the best decision.

Which side of the fence are you sitting? Master manipulator or benevolent guide?

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