- The price is not important... it's a liar
-The price is important, it is one of the most important thing, probably the first thing customers see
-A right price is good for who sell and for who buy
-Right price allow you to buy more than one item
-Try to sell to the small tribe of rich will be good but they prefer to buy a Versace or Armani
-Sell to the young to be young
-Sell to the old to make them young
