In almost all transactions, people are buying convenience.
Most people are capable of achieving or getting just about anything they want, yet we still have no problem paying others to help us get it easier and faster.
Think of a coach or a guide. You could probably figure out how to run faster, lift more weights, or climb a mountain by yourself with trial and error.
But the minute you have someone help you and show you every pitfall you can avoid, and every shortcut and advanced tip you have reached ultimate convenience.
In fact, when you have the right person you simply need to show up and do the work they tell you too.
This can also be said with even everyday purchases like food at a restaurant (you could make it yourself) or even a smaller item such as a bottle of soda or a thing of mouthwash, the smaller container can often be more expensive than a much bigger one!
I always wondered why a 2 liter of soda was .89 cents but a 1 liter of the same soda cost at least .99 cents up to $2 for a smaller and refrigerated version.
It’s the exact same soda, the bigger one is not only cheaper but in addition you get more! Yet one is more attractive than the other and can command a higher price because it fits in your car’s cup holder and is usually colder.
Another example is almost every shred of information we know in the history of our time is all located somewhere on the internet for free.
Yet we buy books, courses, and watch videos which in some way have consolidated that information into one place and made it easy to consume.
That’s what we’re talking about.
How To Build a Business
If you want to build a good business simply ask yourself, how can I make something more convenient for someone?
It doesn’t have to be anything earth shattering. Uber is basically a taxi service but instead of having to dial a taxi company’s number, instead you can click on an app.
Constantly work on improving how you help people and make their lives easier and recognize that you yourself should often choose what is more convenient for you.
Could you hike a mountain a dozen times to discover the best route to the top? Yes. Should you? Probably not. Simply asking someone who’s climbed the mountain 18 times can save you a lot of struggle and headache.
Make your life more convenient. Make others’ lives more convenient.
In this way you can truly optimize life.