One button beat the entire keyboard

On June 29, 2007, Apple released the first iPhone.

At the time, Blackberry had a full keyboard, a trackball, and years of corporate dominance. Android phones were faster. More powerful. More features on paper.

Apple had one button.

That's it. One button to control everything.

And somehow the mp3 company won. Not because they added more. Because they stripped everything else away.

You see this in food too. The best sushi in the world is five ingredients. Fish. Rice. Vinegar. Wasabi. Salt. The fancier the restaurant, the shorter the menu. If a chef needs twelve sauces, the fish probably isn't that good.

Simplicity isn't a consolation prize for people who can't afford complexity. It's what you get when you're confident enough to take stuff away.

I watched this play out with a client of mine named Francesca Sipma. She’s the founder of Mastry and created Hypnobreathwork. When we were working together, she was wrestling with what to charge a new client.

She built up the courage and pitched him at $50,000 for six months.

His response wasn't what either of us expected.

He didn't flinch at the price. His first question was, "Could you do it in three months?"

He wasn't paying for hours. He was paying for the speed of the result.

That's the whole game. People don't hand over big money because you gave them sixty videos. They pay because you can get them somewhere they can't get on their own, faster than they could get there alone.

If you want to hear the full conversation, Francesca and I broke it all down on the Mastery Podcast.

The link's right here.

Go charge what you're actually worth,