When selling information products, you must anchor everything to the real world and make it tangible, specific, external and measurable

Eben explains the challenge: 'When we're selling information, we have a trick we have to play, which is we're using information so we can kinda never show them the spoon, and yet we still have to show them the spoon' - solved by keeping 'everything anchored to the real world, everything coming back to something tangible, specific, external, measurable'