Thinking Small?

Hi all. I know this may sound strange, but I think I've been thinking too small.

I have been doing some research in writing my business plan and looking at case studies of premium brands. Absolut, for instance, created the whole notion of a premium vodka only to end up stodgily mid-market when Ketel and whatever other fancy vokdas came out. (Ketel doesn't even have good ads--just their logo in black and white. See how easy it is once you make up your mind.) Absolut made the whole thing and then got trumped. Just like Jay Adams--who all but invented the modern skateboarding culture and got squat. My brothers and sisters, charge what you're worth and demand your due.

Then I looked at it from a psychological perspective. If I fight and cry and labor to bring an understanding of a premium popular culture to market and DON'T charge for it, then I'm basically enabling the bullshit I loathe in the first place. Nothing I'd let slide in a personal relationship, why should I in a social or economic? If I'm not expressing what I believe I'm worth, how would I not grow to resent the people I was working with? I've been wondering why so many successful artists and directors and actors don't seem happy. As Oprah and Billie Holiday will tell you, the power's in the distribution.

Then I remembered a discussion with some friends. They said if you're trying to say something with the price of your book make it more than $40. I couldn't help but remember that I thought it was worth $120 when I wrote it but that people would only pay $40. I forgot my own advice that price is one of the primary communicators about value. Being a nice, white, sensitive guy I was sure that the more I gave away, the more I would be appreciated. HA!! If you think women want "nicer" guys at this point in the game, then you must hang out with some tough broads. Be a man, do your thing. Give compassion and understanding where it is deserved (and a little extra here and there just to make sure you're leading the charge emotionally), but make up the difference at your peril. There are plenty of people around who can take all you've got (without feeling it at all!).

So anyway, buy now before I raise the prices. This printing is almost up and I'm praying on it right now. $120 a shot. It's gonna be radical when it says that on the back cover. I've seen the future and it's larger than I could ever imagine. After years of working and talking smack, it turns out I still have low self-esteem. (Lord release me from all but your will). Could the good lord have been holding my ass at the starting gate until I got strong enough to charge what it's worth?! Could he really be so gracious as to protect me like that? You my friends have a front row seat. But be forewarned, the day is coming when I stop inspiring you for free.

Lots of love.