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Volitional Pricing

It doesn’t matter what we charge, unless others to agree to pay it. Virtually everyone would prefer to get a higher price for what he sells and pay a lower price for what he buys. The history of most great American fortunes—Ford, Rockefeller, Carnegie, etc.—suggests that the way to amass vast amounts of wealth is to figure out some way to provide goods and services at lower prices, not higher prices. When Richard Sears tried to overtake Montgomery Ward, he did it, not because he did not have enough money to live on, but because he wanted more. If that is our definition of “greed,” then he was greedy. Realistically speaking, do keep in mind that when prices go up, it is far more likely to be due to supply and demand than to greed.

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