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Just written Objections about price are rarely about price

Note · From a book, last year

Every step you leave for the customer is a step where you lose some of them.

sales pricing

Related ideas

People don't buy the cheapest option. They buy the one they can most easily justify.

Name three things from the last business book you read.

Most people can't, and it isn't a memory problem. Running a business is one long crash course, and nothing you learn in it has anywhere to go.

So three months later you can name the book and not much else, and you end up paying for the same lesson twice.

It comes back on its own

The note you forgot you wrote, back when it matters

Every other notes app waits for you to remember to look. While you're writing about this week's problem, ThinkerNotes puts what you worked out last year right next to it, so you build on your own thinking instead of starting over.

Working on Momentum is far easier to keep than it is to create.

Related ideas

9 months ago

Consistency is a distribution strategy. Showing up weekly beats one perfect launch.

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Ask which questions you haven't answered yet on a subject, and pick up where you left off.

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Your open questions

It remembers what you haven't figured out yet

End a note with a question mark and it stays open until you write the note that answers it. When a thought keeps going you follow up on it, so you can always see how you got from the first hunch to what you decided to test.

A subject keeps everything about one thing you're learning, like pricing, in one place, with the book, the podcast and what your customers told you side by side.

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One sentence when you learn something is the whole commitment

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Let it find its way back

ThinkerNotes shows you the older notes it relates to and you link the ones that belong. From then on, it comes back whenever it's relevant.

This is not a new idea. It’s just never been practical.

Niklas Luhmann was a sociologist who kept one idea per index card, in his own words, and linked every card by hand to the ones it related to. Over thirty years that box helped him publish more than 70 books, and he gave it the credit.

What it cost him was decades of filing. That part is automatic now, and the writing stays yours.

Pricing

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Search by meaning Look for the idea instead of the exact words. Ask about pricing and find the note where you wrote about charging for outcomes, even if the word price never appears in it.
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Reasonable doubts

So did we. Filing cabinets are excellent at storing things and terrible at reminding you of them. The question isn't where your notes live, it's whether any of them have come back to you unprompted in the last six months.

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