Codifies a unique marketing and valuation principle: the exclusive value principle (EVP). This principle relates value creation to “psychic space”. Psychic needs can create enormous margins and other benefits. One can influence price/demand as well a create, stimulate, or help define a need...

A vast array of factors can influence the purchase decision. Focuses on a specific subset of influential factors we term inhibitors. Recognizing and disarming inhibitors by removing, neutralizing or using them to one′s advantage is crucial in terms of garnering sales. In addition, it can lead...