“That one addition doesn't cost him much in delivery time, but it changes the entire conversation a price shopper would have to have with themselves… creates enough differentiation to make at least some of them stop and think before jumping ship over a small price difference.”

“We tell people to expect 30 minutes… the intro call was to prevent the discovery meeting from going sideways.”

“Pull the list of every client who's left your firm over the past year or two, and put a dollar figure next to each one along with the specific service tier they were sitting on when they left… look at the timing too, alongside the price point.”

“I describe a tool in the book that is called the pony process, which is basically a way for you to add speed bumps in between those four different elements...”

“When you charge even $5 for a return label, the return rate drops by nearly 15% because people start thinking twice before clicking add to cart”