
13. Figuring Out People’s Values
One of the keys to success is identifying people’s values. When you understand what people value, it becomes easier to create products and services they are willing to buy. This is also true when it comes to giving services to clients. It’s vital to understand how your work can help a prospective client, and what values they are looking for.

Once you understand what other people value, it can help you too. This cuts away all of the help you may think people need but don’t actually find very valuable. For example, maybe you want to start a business offering shoe shines. Nowadays, people don’t actually value shoe shining as much as they once did, so it’s likely to fail.