They make $3 billion a year selling glass packaged like diamonds.

They make $3 billion a year selling glass packaged like diamonds. This is how Swarovski fooled the world into thinking their product was a luxury item💎 Back in the 1800s, Swarovski figured something out early. They built a machine that cut glass so precisely that it looked like diamonds. But obviously costs like 1% of the price. And then came their genius move. The word glass sounds fragile and common, so they called it crystal Now crystal sounds rare. But they did not stop at the name. They changed reality or at least the perception of it. They, put these pieces to red carpet events, Hollywood sets, high-end TV shows. But surely one idea locked in. This is what glamour looks like. But what most businesses get wrong. People don't buy material. They buy status. One product moving into a different category. Jewelry. And priced it like diamonds. $32 for glass, $168 for diamonds. $150 for glass, $800 for diamonds. These price comparisons just stopped making sense. So let me give you something practical to take from this video. Step 1. Take a piece of paper and write the boring names of everything you sell. What I sell. Cleaning, Roofing, Design, Consulting, Skin Care. It doesn't really matter. Step 2. Write the real outcome people want. Confidence, Belonging, Safety, whatever it is. Step 3. Change the name to sound like an experience, not just a job. Don't call it consulting. Say scaling workshop. Did you see what Alex Hormozi did there? These are the same tools but in a new frame. You're literally creating a new category in their head. To take this to the next level, add stakes when you make content about it. I'll see you tomorrow.