Think Bigger

Why buy a $2,000 course when you can get the information for free?

Have you ever wondered why certain companies can charge 2x — or even 100x — what their competitors charge?

In fact, have you noticed that you actually pay 10x more for certain products…and you’re happy to do it?

How does this happen?

Why does an Equinox gym membership cost $200 when Planet Fitness costs $19.99/month?

How does a Canada Goose parka cost $1,000, when you can pick one up at Old Navy for $40?

And how can we charge $2,000 for an online course — and sometimes more — when you could just find the information for free?

If you want to charge premium prices, you’ve got to play a different game. Here’s how we do it.

Bonus: The $400,000 Week: We break down the exact email sequence we used to make $400,000 is 5 days. This 5-part funnel could triple the profits from your next launch. Click here to get it for free.

You can try to turn a non-buyer into a buyer… Or you can just find 10,000 buyers


When it comes to sales, lots of entrepreneurs obsess over pricing, multiple tiers, and webinar technology.

All of those are important, but I’d rather spend my time finding buyers!

The unspoken truth: You could have the perfect webinar, an amazing price, and even a proven product, but if your business doesn’t have buyers… you’re dead. Tweet This.

So we spend an enormous amount of time and energy finding out where the buyers are. Finding an audience of buyers — people with the ability and willingness to pay — starts with where you find them. We call these “fishing holes.”

Fishing holes are the places you find your potential customers. You could “fish” via Facebook ads, SEO, affiliate relationships, press, and on and on.

We’ve spent millions of dollars and 12 years testing HUNDREDS of fishing holes full of buyers, not just click-happy looky-loos. We’ve guest posted, done podcast interviews, tested Facebook ads… and everything in between.

Anyone can find cheap audiences of people who click — but it’s much more important — and harder — to find buyers. We’ve learned that you can find buyers on sites that have a close relationship with their readers, even if it’s a “smaller” audience.

For example, check out my first guest post for Tim Ferriss from 2009 and scroll down to the comments:

Comments on my first guest post with Tim Ferriss - how to charge premium prices

Tim’s audience is a lot smaller than, but his readers are rabid fans. Tim could recommend a new type of canned tuna, and it’d sell out on Amazon the next day.

Four years later, I wrote for The Huffington Post and asked readers to leave a comment. Guess how many did?

My Huffington Post guest post - how to charge premium prices

HuffPo sees 300,000,000 visitors a month. That’s 100x more than Tim’s blog, and it received 0 comments. Lesson learned.

We’ve also instituted sophisticated tracking to study how different sites’ visitors end up buying. In short: Big, huge sites have lots and lots of readers… but very few buyers. In other words, we learned it didn’t matter how much traffic The Huffington Post got, it wasn’t a fishing hole for us.

It takes a little testing to find the right fishing holes, but once you know a few sites where the buyers hang out, it makes all the work worth it.

We make big promises… and deliver results


Compare the difference between these two promises:

Freelancing for beginners example - how to charge premium prices

Their promise: A beginner’s guide

How we position Earn1K, our course on building a freelance business - how to charge premium prices
Our promise: Earn $1,000 on the side

Although they seem similar on the surface, they are quite different — to the tune of millions of dollars.

Why does this work?

People don’t pay for information, they pay for outcomes. Tweet This.

Sure, people might pay $5 or $10 for “tips” on how to sleep better, or 10 recipes…

…but for serious investments in personal development, people’s #1 goal is to get a big, specific outcome, not “to learn” information.

Like this:

  • People want to fall in love or date more (outcomes), not simply learn how to have a healthy relationship (information). Interestingly, the outcomes often depend on gender. My favorite example of this is the course “Double Your Dating” (for men) and “Catch Him and Keep Him” (for women) — both by the same company!
  • A chiseled body (for men) or a toned body (women), not “learn how to be healthy” (information). One great example is Bony to Beastly, which is the dream outcome for skinny guys everywhere.
  • A better job. (Our course, for example, is called “Find Your Dream Job,” not “11 Career Options You Might Want To Consider.”)

Anyone can help you “learn” about a topic. Few can deliver specific results like this:

Tweet about Zero to Launch - how to charge premium prices

Remember, people believe they want “information.” But they pay for big, specific outcomes. Tweet this.

We’re selective about who we allow to buy


Most businesses are so thrilled to get anyone to buy, they’ll move heaven and earth to close the sale: They’ll offer discounts, payment plans, and “fast action” bonuses.

However, we’ve spent years and millions of dollars creating the best product, so we’re highly selective about who we allow to use it. We actually don’t think our products are right for everyone — and we tell them on the sales page!

Zero to Launch sales page example - how to charge premium prices
The decision to prohibit customers with credit card debt costs us millions per year

This flips the typical business-customer relationship on its head. Here are other ways we’re selective about our buyers:

For example, we give most of our best content away for free. So when we do charge for our premium programs, we unapologetically charge premium prices. We’ve heard this phrase thousands of times: “Damn, if your free stuff is that good, what’s in the premium course??”

When you offer a superior product to a group of buyers, price is a mere triviality. Tweet this.

We also ban anyone with credit card debt from joining our flagship courses, a decision that costs us millions of dollars a year. (We direct them to the free material, and let them know we’re happy to help when they’re debt free.)

Finally, we don’t let students buy courses directly from the website. They’re carefully vetted through challenges, an email funnel, a webinar — sometimes all 3 — before they’re ever allowed inside our “store.”

These are extreme examples, but it shows different ways you can be selective about your customers. You don’t have to do all of these things at once.

The point is, by the time you’re ready to sell, your customers should be foaming at the mouth, begging you to take their money:

An email I got from a future Zero to Launch student - how to charge premium prices

When you make the decision to attract high-quality customers, the result is magical. In the self-development world, most of the serious buyers are completely ignored!

These buyers see unrealistic promises (“turnkey formula to make thousands of dollars a month by clicking a button!”) and correctly identify them as a scam.

Serious buyers are willing to do the work — they just need to find something credible to follow.

When a buyer finally sees someone who appeals to them, not the lowest-common denominator, an immediate sense of relief washes over them. “Finally! Someone who understands me.” They have the money and they’re willing to spend it — IF they can find someone they trust.

The result? A virtuous cycle of high-quality buyers joining the program, doing the work, sharing their best results in the community and online… which attracts even more high-quality buyers.

The Zero to Launch private Facebook community has nearly 9k members - how to charge premium prices

After a while, this becomes a serious business moat — a competitive advantage that continues to grow, protecting you from all the information that you can just Google for free.

You can charge premium prices for your products — but it won’t happen by following the usual advice.

Most other business “experts” focus on tactical minutiae like getting more webinar attendees or offering multiple tiers. But none of those compare to building a group of buyers who love and crave your premium products.

Instead, you can build a healthy, thriving business by identifying buyers up front, delivering big outcomes (not just information), and being selective about who you allow to use your material.

My question for you: What’s a company where you happily pay a premium price for their product? Let me know in the comments.


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There Are 88 Comments


Patagonia. Sure, their products can be expensive but their main mission is to make their products in a sustainable way, they treat their employees extremely well, and they make a huge effort to put their profits back to the planet and people.
Also they’re really long lasting and durable products.

Besides IWT and my gym membership? I happily pay a premium price to enjoy Vail ski resorts and buy top-notch snow sport products from companies like Burton and GNU.

Wes Bos is a web developer that creates online educational content. Quite a bit of his stuff is free. I went through his free courses and was impressed with the quality and how well he teaches. I bought one of his courses and was not disappointed. The money invested in this course will pay a lot more in dividends. He recently sent an email saying that he’s going to have a new course available.

I now understand what Ramit is talking about having customers waiting to buy. I know the moment Wes is finished with his course I will immediately purchase it. I KNOW it will be excellent and beneficial for me.

Now that I have experienced this myself, I know what I need to create in ZTL. I need to replicate that level of quality.

Wolf range/oven
Theory suits
Brooks Brothers dress shirts
Frye boots

I buy luxury Korean skincare (Sulwhasoo), it’s probably 10x what I would pay for other skincare. Why do I buy it? Their marketing is great, their ingredients top notch, and my skin has never looked better. (It ain’t perfect, but what is?) Plus, their packaging is fabulous – meaning, I feel special when I use the products twice a day. It’s more than a routine, it’s an “experience”. (Going to Equinox vs Planet Fitness is similar – the environments are very different!)

When I buy educational material, I go to the best in the industry that I’m getting my material from. People with proven results, and who are dedicated to the success of their craft/students/etc.

My spiritual teacher–the transformational work and meditation is unprecedented and unparalleled in my experience.

Apple computers, designer glass frames that I will wear for the next 5 years (or more), top-notch skincare and haircare, cashmere sweaters that I will wear for YEARS always being cosy and looking great, and probably at some point your IWT…

Under Armour. It’s more expensive than if you went to Wal-mart, for example. But their gear is comfortable, keeps you warm or cool depending on what you need it for, and lasts for a long time. I buy almost all of my compression shorts, pants and shirts from UA.

The local Dairy! Weird, but sometimes it’s nice to have cold milk sitting in a cooler on the porch in the morning instead of having to go get it (even if it does cost 2-3x)

I happily pay premium prices for the excellent trainings. I really love the feeling when people I haven’t seen before come to me and asking how I was able to build up this body. And honestly, it helps with any aspect in my career as well.

I just signed a contract to work with my business strategist for 10 months. It’s $145K, money that I don’t really have yet after just paying off all of my debt a few months ago. But with her help, I made $650K last year in the 5 months we worked together, so it was a no-brainer to sign on to work with her again. Later this year, my husband and I plan to begin work with another coach at $170K for the year because we’ve already seen incredible results from his group programs. It sounds like a crazy amount of money, but when the people you pay get you results, it doesn’t matter how much it costs. That’s what my own business model is based on: getting my students incredible results. Thanks for the reminder, Ramit, about what we’re all really paying for – not information, but real, tangible results.

Georgetown University
Patagonia/Tahari/M. Gemi
Suzuki Academy for kids
Physician network

Jonathan Vaudreuil

Coffee, and I love to try different brands, stuff that makes Starbucks look like a bargain.
Apple products.
Ice cream! Always happy to pay for the good stuff in stores (Ben n Jerrys) or out (Richardsons)
Furniture, man there is such a difference buying solid quality vs stuff that will fall apart quickly and yet it doesn’t cost nearly as much as you’d think. We’ve bought some great made in the USA furniture – dining room, living room, bedroom – for our house that will last decades.
Audio and music equipment. Tons of companies make Telecaster knock offs… I still prefer Fender!

Verdant Tea. The quality is amazing, the tea is delicious, and they respect the farmers and tea producers they import from.

Outside of IWT, I’d probably say that I would happily pay for UnTuckit shirts. After loving the concept and getting my first two long sleeve shirts, I can’t help but want to buy more (and I will!). They’re soft, fit perfectly, and I get great compliments from strangers when I’m wearing one.

I pay 8X as much as my boyfriend to go to my gym (Orangetheory Fitness) vs his gym (Planet Fitness). It’s always clean and the trainers there are so awesome! It’s worth it for me to stay happy and motivated.

Speedo swimwear – always comfortable, good-looking and long-lasting. One of them even lasted 15 years (!).

My gym (Lifetime Fitness) because it is clean, has lots of great classes, and people with a mindset like my own.

Sony. I am a fan of this company. Next are YOU Ramit, Jeff Walker, Danny from the miracle . This time, I not had financial option to enroll in “zero to launch”, but next time I MUST! Your content is aways great, and I believe in your program on 1000%.

This past year, a bunch of ski resorts joined together to create the “Epic Pass”. You get to buy a one-time pass for a year, which ranges from $500-900 depending on when you buy it (they only open it certain times of the year). Once you have the pass, you get to ski at places like Vail, Beaver Creek, and Breckenridge, and the pass covers your lift tickets for the entire year. This is totally worth it because the skiing is so much better there than where I live (in the midwest), and you get your money’s worth from just spending a week at one of those top-notch places in Colorado. Its kind of a no-brainer if you’re planning on doing any type of big ski trip.

I pay $30,000 in continuing education as a pain doctor per year. Our practice continues to grow when many of my colleague’s chiropractic clinics have sizzled out. After they graduated from chiro school, many of them refused to invest any more in their education. My money spent is a no-brainer. We continue to get testimonials pouring in and 75% of all new patients are referred by our old patients. And I love paying premium prices for results. Sign me up for the “premium” petition. I’m a lifer.

I will pay top dollar for colognes from Creed. I have even the best knock-offs, but there’s always a note or two missing from the cologne that makes a huge difference. And since I wear it for me, not for others, *I* notice the difference, and it matters.

Whole foods, Dyson are few that I would love to pay more and belief me I am a big discount shopper.

I pay more in order to invest in my physical body. I buy nutritious food, quality grooming products and personal gym equipment, because the difference is definitely worth it.

Apple products are premium and people (including me) happily pay the price. Androids sell XYZ times more handsets than iPhones for example, but first-day sales of iPhones easily beats year-long sales of Samsung handsets.

Other things I pay premium for include IWT courses and Philz Coffee (in the SF bay area).

IWT – from the sales copy I thought ZTL was the $12000 product and I would have paid that much too.

I actually used Equinox and i didnt mind paying $200 a month instead of the $19.99 for Golds Gym….

I would say your products Ramit. When I was searching the internet for an entrepreneurial coach I found you. It took some time to find you amongst the noise, but I am very happy I did. You certainly deliver on your free content and I have sent many of my friends to your site just for your advice. You’re not kidding when you say your free information is better than most people’s premium products. I can also attest that as I have spent money on those as well.

Yours of course. I’m also gonna invest in my bass playing this year. I’ll pay a bass teacher 2500€ for a weekend long workshop every other month.

Arun raghavan

I would happily buy products or services from Neil ..Because I know they have brilliant ideas .

Art of living
Zara for shopping

Agree about Apple Computers. I could easily buy a PC laptop for $300 but would rather pay $2200 for a Macbook Pro, because of their tech support, ease of use, high-quality design (which makes it easier to use), and beauty.

In the kitchen- Cutco Cutlery (made in America, top quality and a foreve guarantee) and my Vitamix. Both are top quality, certainly not the cheapest, but a must have.

Ashleigh Davis

Air New Zealand – they always get you there on time and bend over backwards to look after you. I would rather pay the price their tickets cost and know I’m going to get there, than buy the cheaper airline tickets and feel like I’m playing Russian Roulette.

I have a subscription to Chef’s Plate, a service that sends me three meals and all the ingredients mostly pre-measured & ready to cook with immediately. For a long time I thought meal/ingredient delivery services like this were the height of excess, how hard is it really to find a recipe, buy the ingredients, and cook it yourself? And yet, it gives me back SO MUCH TIME. I don’t have to figure out what I feel like making for dinner or whether I have everything I need. It actually makes me enjoy cooking much more; instead of a chore, it’s become easy and enjoyable.

There is no such thing as “free” education or information. Every piece of information consumes time and/or money — so beware of not paying for something in cash — because you will surely pay in time, and time is more valuable than money to business owners.

MicroPlane. They make the best zester (grater) you’ve ever encountered, and the imitations SUCK. It’s such a genius piece of design! I walk around inadvertently plugging it all the time because it’s a revolutionary tool for someone who spends a lot of time in the kitchen.

Ryan Levesque’s Next Level Mastermind group on FB…always tons of great content from some of the great entrepreneurial minds out there. What are your companies you happily pay up for, Ramit?

Don McLaughlin

Elizabeth: I love the points you’ve made in your comment and agree 100%. I’ve seen the biggest gains when I invest in training that delivers results. I’m currently transitioning from a legal consulting business that I recently sold for several million dollars and pursuing my current passion, which is to help others with burnout recovery and life restoration (which is what I know because I’ve been there). I would love to know who you work with, if you’d be willing to share. I’ll reach out to you on your website.



Don McLaughlin

Ramit: your post is spot on, thank you for the reminder. I’m a lawyer turned entrepreneur who invested in Strategic Coach for 3 years and it was worth every single penny (and far more). Strategic Coach alone gave me the tools necessary to grow a business from $1M and sell it a few years later for $6M.

Other examples:
Big Agnes (high end outdoor gear in my hometown of Steamboat Springs, CO).
Jeff Walker’s Launch Club
Bo Eason’s Personal Story Power training

Disney. I cannot tell you how many people drop thousands of dollars on anything Disney-related. My sister, for example, will easily spend triple the amount for a Disney cruise vs. a regular one for the “experience”. I myself have fallen into their trap – Disneyland is one of my favorite places to go to and I don’t even know why.

I also will unequivocally and without a thought spend more on anything Star Wars related. They have a subscription box that costs $200/year. Do I need the pop figures and t-shirts that it has? Definitely not. Do I want to be a loyal subscriber so I can get their annual gift for being a loyal subscriber? Definitely yes.

Aaron Ardle

Small thing, but Papryus brand greeting cards. They’re super nice! Lots of detail, nice messages, they come with a premium envelope and a cool gold sticker to seal it. They cost a lot more than a regular greeting card but I don’t even look at the price when I buy them.

I love to pay for a $90 Estee Lauder hand cream. Like many Canadians, my hands become crackled and start bleeding due to our extremely harsh winters. I had this issue for over 10 years until I started shopping for hand creams without looking at the price tag. It made all the difference in the world.

For people willing to pay $1000 for Canada Goose jackets – come shopping in Canada, we have much better premium brands. although I can’t as the courses are free. Languagetransfer is simply the best language learning site out there. It taught me to think not just in languages but in other things as well. After completing LT’s Spanish course I realized that I can learn anything if I have a good teacher. I realized also that the amount of info is not important. In 15 hours he thought me more or less all the Spanish grammar in 5 hours of that I had learned more than in 3 months at school attending Spanish classes and I was THE top student. I see so much shitty language teaching out there… I can’t even describe how much.. I’m a huge fan. I’ve even gotten banned to a few Reddit threads for advertising the site. When I did, I started to share it via private messages & got many excited answers. He’s got courses in popular and less popular languages if you’re reading this check out the site if you think IWT is useful for finance etc then Languagetransfer is the IWT of languages. Although there is NOT a course about Finnish that’s where I jump in. Using his tecniques I have completely deconstructed the Finnish language and put it back together. I have absolutely superior course to any other course out there. I made my first version which had a lot of confusing things but it was still the best one out there & I got a lot of positive feedback. Now I’m working on the 2nd version of the course. THE PROBLEM though is that LT doesn’t sell its stuff as it’s run by donations so I have no idea how I could setup/market etc mine. In my case I live in a totally different country so donations are not a good option. I also believe that buying something makes you take action better than getting it for free. That’s where IWT Jumps in. I’m buying ZTL the next time it becomes available as ZTL will help with that. I’ve done my research. Thinking back your signup was the first self development one to which I ever signed up to & after that I felt that others ask only for money. In every single damn email. It’s so fking scammy. You have made me realize that sending CVs (resumes in US) is a total waste of time. You have made me realize the worth of good texts. Your shit gets me really emotional. These days I really enjoy noticing that there an another email from you. I’m waiting for them.

I love the Bose products. Also, in a different vein, I’m a bourbon lover and always keep Blanton’s, Willet, Woodford, and Pappy on hand. Premium prices, premium results!

Dave Johnson

TWG tea…my wife mentioned it to me and I was able to check it out…premium price for a cup of tea but it is truly amazing

Melanie Friedson-kotcher

I pay premium prices for the things that are most important to me because I want the best quality – that includes my Physique 57 fitness membership (because I have found it to be the most effective for me when compared to other more reasonably priced barre methods), my clothing (because I want quality that will last), and this ZTL course (because I would rather spend my time on a course that provides real information and not waste my time on the wrong advice).

RubyBlue botanicals is my go to company for skin care. They have this balm for your hands that works so good.

I love this idea – and it makes total sense – if what you pay gets you a results (as long as you put in the required work) then it’s of immense value.

And if the return is simply monetary then spend a buck to make 2, 3 or more is a winning formula every single day.

Thank Ramit

Love Prada! I wear coat for 10 years by now – and I get compliments every day! Well spend 2K at some point, was crazy – but it’s worth it! Feel always like a million bucks.
You get what you pay for it! Totally true.

I’ll spend money on clothes that actually keep me warm since I’m always cold and love to play in the outdoors during the winter.

Love the mindset, Ramit! It’s changing the way I seek clients, until I’m able to signup for the course.

I’ve got two companies that are top of mind right now. Apple and Proper Cloth.

REI their staff is knowledgeable and help me find the right gear whether it’s for a 100 mile race or a 7 day fast-packing adventure. Everything I need is there and there’s someone to show me what I need and how to use it.

Dave brennan

Apple…I bought my first Mac in 1986 and never looked back. Every one I bought still works except one.

Porsche… selling mine soon for the same price I bought it at 25 years ago.

I will gladly pay a premium for Specialty’s cookies. Best fresh baked, milk chocolate chip cookies ever.

I happily pay my hairdresser almost twice what other places would charge for a haircut. The difference is that he finds the styles that suit me the best and always adds a little touch to spice up the haircut and evolve it. I’ve been getting compliments ever since he started cutting my hair. Other things worth spending money on are Nudie jeans and Energy speakers.

Equinox – the atmosphere, cleanliness and level of professionalism from the staff is part of what makes me look forward to going to the gym.
Letterpress cards and candles – there is a store in my neighborhood that has the best greeting cards, fancy candles and tons of other products made by local artists. I love supporting the local community, and their products are truly unique.
Clothing – I much prefer spending more on a few pieces that are versatile, but timeless and made with high quality materials/construction to last. I also appreciate when I find local brands that manufacture in the US.

I decided to invest in an expensive online dating service, It’s just lunch instead of a cheaper one when I wanted to meet someone serious about dating. I’m happy to say 5 years later that the investment was worth it since I met my husband and we now have 3 beautiful children.

Steve Young

Nordstrom – Always find quality clothing to fit my style whether it’s AG Chino’s, Canali suits/sport coats/slacks, Rag & Bone, Santoni shoes, or stylish accessories…I’ve also developed a close working relationship with the store personnel, from my stylist, to my tailor, and skin care expert. I travel away from the place where Nordstrom was founded to fly to San Diego, simply because I value the product and results more. Also, I’ll always pay premium for Ramit’s courses…A lot of people are not quite the real deal on how to start a business of they’ll try to teach you what worked for them, but may not necessarily work for you, but Ramit is the REAL DEAL! Relationships and dating – Adam Gilad, always pay premium for him, especially his in-person courses…WOW, you learn a lot! I’ll gladly invest in myself and pay premium prices for anything that evolves me into becoming the best version of myself.

I paid a premium price for a 2-year online Arabic self-study course with

Charging for religious education is still a novel concept and premium pricing for religious studies courses are unheard of, so there is massive price sensitivity.

However, the results are undeniable and that’s precisely your point, isn’t it?

I paid $495 for an Excel Video Modeling Course that teaches you all the excel keyboard shortcuts that bankers used on wall street. I only had $1000 in the bank at the same and was forced to move home as I graduated college without landing any job offers.

This may have been the best thing I did as this course got me an interview ahead of another candidate since they needed help right away. The fact that I was so quick with excel got me more responsibility quick and I was able to use that Temp position to leverage a full time job with a 30% raise within 4 months!

Elizabeth: Impressive Results! Congratulations!
I second Ron. I’ll reach out to you on your website.


Not brands, but categories: good bicycles, tech outdoors wear, coffee, and books/education. I might look for sales/deals, but I always get the good stuff.

I’m a big fan of eating to live instead of living to eat, so I’ll pay top dollar for fermented foods, especially if they are locally grown.

There’s a company in Charlottesville Virginia called Farmstead Ferments, and they make these jars of seasonal kraut in every flavor you can think of, and the jars fit perfectly in your hand, so they are easy to open and easy to slap on the table so you don’t forget to eat something fermented each day.
For that I pay $10 a jar for a tiny amount of kraut, and I also pay $10 a bottle for the bottled juice from said kraut when I could just as easily grab a 99-cent soda.
Knowing my food is locally grown (even though I could probably make the same thing at a fraction of the cost) is worth the price, and it’s not unusual to spend $40-$100 a trip just on their products because they make it so easy and enticing to buy.

Making my services easy and reliable will definitely help me when I’m ready to charge premium prices for my online marketing services. Thanks for this article!

Apple, Sonos, Nordstrom, Mercedes-Benz, Nespresso and of course ZTL! Premium products as well as going above and beyond in customer service.

Doug abbott

I would pay for quality guiding for a international adventure. Not chincy logistics or cruises you usually see. But access to the good stuff like mountain biking Ireland or backpacking Norway or something like that. Also gear from Eddie Bauer because they make tall sizes and the gear lasts a long time.

Athlean x. The material on there is amazing and of extremely high quality.

• Apple – While often technically less powerful, they’re beautifully designed, easy to use, and, most important, more reliable.
• Virgin America premium flights – I rarely fly short trips, and that’s why I’m happy to spend more to fly Virgin America, especially their seat upgrades. They’re more comfortable, have great interiors that don’t make me feel mentally exhausted, and great service.
• Uber – I’m happy to pay 10x to take a car straight home than wait and ride the subway.

I happily pay a premium price for Apple laptops. I bought my first one 6 years ago and it is still going. Better yet, it still performs well which is really important. It cost me 2x what another brand would’ve cost and it’s been totally worth it.

As a personal trainer, I wear workout clothes all day long. I used to buy Nike and Under Armour, but found myself replacing clothes and especially socks frequently due to normal wear and tear. Plus I always felt a little awkward if I had to run errands or meet people for lunch at a normal restaurant. I’ve since switched to Lululemon and ABSOLUTELY LOVE THE CLOTHES. And I’m happy to pay $40+ for a t-shirt or $16 for one pair of socks. They last 10x longer, feel better on, look better because they do adjustments for free, and I never feel awkward going out with them on because they look awesome.

My naturopathic doctor. She doesn’t take insurance, but unlike all the conventional doctors and gynos I’ve been to … my first appointment was 3 hours (as opposed to 2 minutes), and she mainly asked questions and listened to me. She identifies the root cause of my health challenges instead of just addressing a symptom that makes the actual problem worse.

Brigham Young University. Even though the tuition is not higher than most other places i was happy to pay the “higher cost” associated attendance. There are many costs we pay for a premium experience.

These additional costs for BYU are things such as:
The Honor Code – a pledge to live a wholesome life.
No drinking/smoking/drugs – The weekend hangouts (not your typical college party without the booze) that were based around getting to know people and having fun. Plus not everyone wants the typical college party.
Being at a school that was 98% Mormon – Turns out that for the most part those Mormons are good people. Even when you may believe differently than them.

Apple – Obvious but I have bought their products since 1996.
foursigmatic – It’s expensive coffee (especially adding the delivery), but worth the health benefits.
GNC – Anything by this company is high cost, but very high quality. Your health is worth it, and I actually see results from the products.
Cannon – Performance, build quality and tech on these cameras is a way above the rest.
Arai – Motorcycle helmets that cost $1000 dollars. I pay it everytime, there is no price you can put on protecting your head.
Kriega – Rucksack company the starts at around $150. Their investment in the harness structure, weatherproofing and material quality is unrivaled. As a professional traveler this has paid for itself 10 times over.

I happily pay $$$ for clothing that fits me (6’2″, 145 lbs male) properly off-the-shelf, zero alterations needed. I was glad to pay $60 for a single white t-shirt from recently, knowing that I could have bought a dozen cheap, ill-fitting ones from Target/Amazon for the same price.

Tesla. There’s nothing like it. From cars to solar roofs, it’s the wave of the future…already.

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