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now Steve is a dear friend of mine and when he was building the win I'll never forget he was at my home in Sun Valley and just got to meet him it was New Year's and everybody else was standing watching the fireworks and I was sitting at the table and I was basically doing a brain melt sucking out of his brain everything I possibly could how do you think about this what do you do how do you market and here's what I learned from Steve people don't buy products they buy feelings people don't buy products they buy States people don't buy products they buy identities and he and I went back and forth for about two and a half or three hours and became lifelong friends for the last decade and a half and what I learned from him is how many of you know the six human needs let me see your hands raise your if you know the six human needs so real quick for those who have never heard it before what's the first need that all human beings have it's not a goal it's not a desire it's a need what is it quick certainty everyone has a need for certainty that they can avoid pain or ideally they can have some pleasure but that's a survival Instinct if you have total certainty all the time you will feel completely what bored so what's the second human Eve quick uncertainty which other words for uncertainty is variety the need for surprise who here loves surprises say I well you like the surprises you want right surpris you don't want you call problems but you need them to to be alive and business pides plenty of variety right what's the third human need the need to feel significant significant is the third human need to feel significant unique special important significant who has the need to feel significant who who everybody what do people say I don't want to feel significant that's how they get significance by saying I don't need significance I'm more unique than you you have the significance I don't some people get significance by buying a $500,000 a million dollar car some people get significance by saying I don't spend any money I I I I don't need a nice car I'm so special I don't need a nice car it's called a reverse ego symbol same need they just go about it a different way but if you're totally significant and unique and special that feels good but then you feel alone because the fourth human need is Need for connection and love who needs connection and love everybody number and by the way those first needs everybody gets certainty uncertainty a variety significance even if you have to make up stories about yourself you'll find a way to feel significant right and a feeling of connection if not love the final two needs are the needs of the spirit you must grow is number five you grow or you if a business is not growing what is it doing that's a fact there's no such thing as a stable business you're growing or you're dying there's no Plateau that you can stay at and stick around and La lastly number six you got to grow and with what you grow you have to contribute because everything in the universe is either growing or dying everything universe is contributing or it's eliminated by Evolution if nothing else we're made for that now having said that when when I was with Steve that night I explained these six needs and as I'm explaining them he grabs me physically by the shoulder he goes that one that one and I just said significance he goes That's where I've made all of my money in my entire life he said people will pay disproportionately to feel significant than for any other need he said people will spend more money people want love but they think they'll get love if they're significant or at least they'll get laid if they're significant he said so I've built the most expensive hotels in the world world and I charge more than anybody else and even when Las Vegas in 2008 went through its draw down Steve kept his prices High Why why he wanted to still be the most special place he came to this seminar sat in the front row and I'm not there's almost nothing that makes me uncomfortable but I'm like what am I going to teach him but he sat in this event at lunch took me to lunch and he goes this is the most valuable session I've been in the last 10 years I know what I'm going to do this is in 20 it he said here's what I'm going to do I'm going to when all my competitors are shrinking right now because they're trying to survive I'm going to go build this giant Beach Club that goes right to Las Vegas Avenue I'm going to build this new entrance I'm going to up my services he said I'm going to do what you teach what is the fundamental success to becoming wealthy it's only one thing if you want to be wealthy you have to do more for your clients than who than anyone else you have to add more what that is the entire secret to wealth in business if you want it in one sentence it's simple do more for others than anyone else is doing add more value and you will own them and you will own the marketplace he goes you know I'm going to do Tony I'm gonna when everybody else is shrinking I'm going to add more value so all the high-end people are going to see I'm doing more and they're going to come to me and this down period is going to be the most important period of my entire career because when the economy comes back and those guys start giving Services I already own these people they're not going to leave me I'm their home you got to ask ask yourself what do I do to add more value and many of you think adding more value means cutting your prices or doing something of that nature sometimes adding value is raising your price it's crazy raising your price can increase your sales if it's the right piece now if you raise your price and do more no question that could be the right thing in some cases some of you your Market is the cheapest price maybe it's time to change that business model Because unless you're Walmart or Amazon or somebody that can do things that massive volume and lose money and sustain it you might need a thing called a margin if you're going to be successful in business you want a high margin High margins come from High human needs being met