To sell something familiar, make it surprising. To sell something surprising, make it familiar.

Avoid selling to dumb customers, there aren't enough left!

No trade will be made unless they want the thing more than they want their money.

People don't trade money for things when they value their money more highly than they value the things.

It is an economic fact that predicting the future is most valuable when everybody thinks you are wrong

Let 'the cause' become the 'because' – the reason – for people to do business with and to refer business to you