The average guarantee is just as useless as the average contract. It is riddled with fine print, exclusions, and limitations. "We guarantee a money-back refund within 30 days, provided the product is unopened, returned in its original packaging, and provided a meteor hasn't struck your warehouse..." Such a guarantee is an insult. It communicates fear, rather than confidence.
We have mastered the art of quiet giving when everything is running smoothly. We have become curators of knowledge and builders of bridges in calm waters. But the true character of a Lighthouse, much like that of a ship’s captain, is not tested in fair weather. It is tested in a storm. Inevitably, the moment
In most economic thinking, price increases are expected to trigger resistance.Higher prices are typically interpreted through the lens of elasticity, affordability, and competitive alternatives. The dominant assumption is simple: when price rises, tension follows. Yet real markets occasionally behave differently. There are situations in which price adjustments do not produce conflict. Instead, they are met
Excerpt from the book: “Priceless: The Hidden Psychology of Price” (On True Value and What We Are Truly Willing to Pay). Letić, Dž. (2025). Repubblica Media Sarajevo. (9 min read) Do not view this as an assignment. View it as the most important strategic meeting you will ever have, a meeting with yourself. This is