$10.00 $5.00 $1.00 BY SETH GODIN The only things we spend time and money on are things that we believe are worth more than they cost. The key words of this obvious sentence are often miscalculated: Believe, worth and cost. Believe as in the story we tell ourselves. Believe as in the eye of the beholder. Believe as in emotion. Worth as in what we’ll trade. Worth as in our perception of its worth right now, not later. Worth as in how we remember this decision tomorrow or next year. and Cost, as in our expectation of how much it will hurt to get it, not merely the price tag. If people aren’t buying your product, it’s not be-cause the price is too high. It’s because we don’t believe you enough, don’t love it enough, don’t care enough.