The profit we receive in many ways is based on the value discrepancy between what you are offering and what someone is willing to pay. What does this mean? Well it means that the value discrepancy is the determining factor in how much you can charge. The good news is that value is fluid because it is based on an individual's perception and is not fixed. 

Therefore it is logical to conclude that the profit we make can be increased by adjusting how customers perceive the value associated with our products or services. So how do we do this?