" Too often, however, greed gets confused with positioning thinking. Charging high prices is not the way to get rich. Being the first to (1) establish the high-price position (2) with a valid product story (3) in a category where consumers are receptive to a high-priced brand is the secret of success. Otherwise, your high price just drives prospective customers away. "

― Al Ries , Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace