Successful business requires exchanging value where both parties get the better deal - you sell something for more than it costs to produce, while customers buy something worth more than they pay

Eben explains the fundamental business exchange: 'what you need to be able to do is sell something that costs you less to produce than you're getting in return from the customer' while 'from the customer's perspective, they need the same thing. They need to buy something that's worth more than the money they're spending.'