In this episode, Bobby and I talk about how, why and when people buy stuff (especially stuff they don't necessarily need), the psychology, perception and story of value, selling in a way that doesn't look or feel like selling, understanding what we're really selling (beyond the obvious product or service), establishing our own commercial worth in a market place of people doing what we do (or similar), how to impress without looking like you're.. trying to impress, a fascinating experiment involving a fake expensive shoe store (with a fake fancy Italian name) selling cheap shoes and manipulating people into paying a fortune for them. All that! Enjoy.