Here is a sentence that should not make sense.
A company sells water. In a beer can. With a skull on it. And the name of the product is Liquid Death.
It is not flavored. It is not medicinal. It is not from a glacier that no human has ever touched. It is water.
Gif by vaynerspeakers on Giphy
And people happily pay two to four dollars for a can of it, while the same water, more or less, comes out of the kitchen faucet for a fraction of a cent.
How?
The answer is one of the cleanest business lessons you will ever get. And once you understand it, you will start spotting the same trick in about a dozen things sitting in your house right now.
Let me walk you through it.