Apparently coke gives you energy, confidence, belief in your ability to conquer all. Unfortunately it’s temporary. And each time that temporary state of heightened ability subsides you need more cocaine. And each time you use it you user it you need more to reach the same peak. It is a downward spiral that ends with a devastating crash.

My guess is that most business people have avoided coke at least in the literal since. My guess is that most businesses that offer a product or service at a price have however experienced the cocaine effect of sales.

I’ve done it. I’ve lived large on deals narrowly escaping the crash. Sure there’s always another story to tell, always another reason to lower prices or not to raise them. But the energy expended in ‘working the magic’ is better spent building your company and brand.

There’s that word, BRAND. It’s a cliché today I think but if you dig to its core it is an invaluable concept.

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