Coaching tip—follow-up to yesterday's 3 Constraints video: Saw this on LinkedIn from Sharran Srivatsaa and it's the perfect example of what I was talking about. He played tennis with Richard Branson. Not because he was the best pro in the Caribbean. Because he was the ONLY one who stayed when the storms hit. Everyone else left. He moved lessons indoors. Charged 10x more. Then Branson called. This is the "raise your price" lesson in action. Raising your price isn't about bigger profit margins. It's about forcing yourself to earn it. Your fulfillment costs go UP, not down. That's the point. For us, that means investing in $150K equipment to solve problems people will pay premium prices to fix. Not competing on the same services everyone else offers. You raise the price. Then you rise to meet it. And when you do? You're no longer competing with every other med spa in town. You've become the only. The brutal truth: Raising your price in a crowded marketplace is HOW you become the only. What would change in your business if you stopped trying to be the best... and started positioning yourself as the only?