Adapted from Seth Godin’s blog:
The closer you are to the point of need, the more value you offer.
 
Pizza at the airport costs five times more than pizza on the way to the airport.
Tax audit services in the middle of an SEC investigation cost triple what they cost before one.

Scalped tickets cost more than ones bought in advance, by mail.

Emergency towing in a strange town costs more too.
Why do these cost more? When you are closest to the pain, you are closest to understanding what your customer actually needs and you are closest to defining your value. A customer doesn’t want to pay you for maybe solving their problems, but they will pay you for your full value when you completely understand how to make their issues go away.
It’s interesting to note that no large-scale advertising ventures are closer to the pain than the Yellow Pages or Google. Both of which are insanely successful.
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Chris is currently the Chief Innovation Officer at Internet Marketing Ninjas where he manages M&A activity, legal work, and also focuses on the use of technology and other solutions to lead innovation and growth. Prior to this, Chris led the sale of his $10mil information technology company, twice an Inc500 fastest growing company in the US, to an investment banking firm in NYC. He has a strong passion for sailing, and had the opportunity to spend two years travelling from Lake Champlain to the southern Bahamas and back with his family.

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