Price.
Value and class.
This is the class and quality that a product should have.
Restaurants need value and class, and hotels, hair salons, hospitals, and mutual aid associations also need value and class.
For a price to be perfect, it must have both value and class.
To put it more precisely, adding value to your offering will allow you to command a more assertive price than you can now.

--- p.16, from “Price = Value + Class, Add Class to Value”

“Your products and services are bound to be compared to something else.
At the end of the comparison, the winner ultimately comes down to price.
So there's one thing I really want to ask you.
Please make a weapon that will not be compared.
"Huh? This is my first time seeing this product, and this format is completely new..." If you hear things like this, you won't even be able to compare prices.
The fourth thing humans hate is being compared, yet we are easily compared to others 365 days a year.
“The more different a product is from existing products, the more powerful it becomes as a weapon for customers, and the more it can be used to raise prices.”
--- p.101, from “Price is Psychological Warfare”

Common sense and average thinking like, “Well, this is enough for our industry” is easily caught up in by challengers who try to cross the line.
(Omitted) It is difficult to capture customers with common and obvious ideas that are conventionally put out while being confined within self-imposed boundaries.
I hope this book will inspire you to cross the line and become entrepreneurs who go above and beyond.
Crossing the line is a territorial war for survival.
And the ones who survive are always those who cross the line.
Well, how about we all go a little too far?
--- p.117, from “Breaking Down a Wall, Creating a Road”

What big things should we incorporate into our stores and brands? We should incorporate story, authority, identity, philosophy, and of course, nature, the universe, the sky, and the climate.
Branding? Marketing? You don't have to search far and wide for complex solutions.
I just need to think 'big' about my brand, my products and my services to increase value, benefits and price.
Competitors can't even imagine… .
Anything is fine, whether it's a photo, a painting, a prop, or a video.
Put Big in Mini.
You need to give your customers an unforgettable electric shock to get the price you want.

--- p.284, from “Let’s put the big in the mini”

If the argument changes, the price changes.
When prices change, customers change.
When customers change, my life and my family's life change.

--- p.363, from "Epilogue"