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There’s a dangerous myth floating around in business.

It whispers things like:

• “If I charge more, I’ll lose customers.”
• “People just want the cheapest option.”
• “In my industry, everyone’s shopping on price.”

That’s nonsense. And if you believe it, you’ll end up working harder, earning less, and wondering why your less-qualified competitors seem to be doing better.

Here’s the truth:

The moment I started talking to money, I realized something:

Most people chase money.
Very few ever ask it what it wants.

What if you could sit across from a stack of hundred-dollar bills and ask it:

• How did you get here?
• Were you given to me in trust?
• Did I earn you through real value — or just clever persuasion?

Or even better:

• What would make you want to stay?
• What am I doing that keeps pushing you away?
• What can I do to multiply you — so you come back with friends?

It sounds metaphysical. But it’s actually deeply practical.