What if the key to making more money isn't selling more, but selling to different customers?

Today we're talking about going up market, pivoting to high value, high price products and services.

There's this crazy study that was done by the California Institute of Technology,

where they had a bunch of participants and they gave them three different bottles of wine.

Each bottle of wine had a price point,

one at $5, one at $45 and one at $90. The participants consistently rated the $90 bottle of

wine as the best tasting. But here's the kicker. The bottles look different, but it was the same wine in each bottle.

That's the power of perceived value.

The study demonstrated how perceived price actually affects the experience of pleasure when tasting the wine.

And the actual brains of the participants.

Brain scans show that high-priced wines activated greater activity in the brain's pleasure centers,

even though the wines were the same.

So if you're ready to elevate your business, charge more, and create premium experiences,

stick around. You're going to love this episode.

Welcome back to the $100 MBA show.

I'm your host, Omar Zin Home, where we deliver practical business lessons three days

a week, Monday, Wednesday, Friday to help you start, grow, and scale your business.

Today's episode is all about how to make more money and scale your business by going

up market.

What I want to do today is explore this whole concept

of perceived value, why it's so key in how you can transition your products to higher price

offerings and whether you can actually serve multiple markets at the same time. Let's start with the

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