I'm gonna teach you a million dollar marketing lesson in the next 53 seconds.

And you can learn it without leaving your neighbourhood.

In every city, there is...

This is Diane. She dropped out of school at 17. Then she had a kid by accident.

Now she’s worth $20 billion.

• I'm talking about Diane Hendricks
• Founder of ABC Supply
• It's a roofing company
• She built it from the ground up

Here's how it happened.

Uber did it. So did Netflix. And Airbnb too.

They all started with a wonky product.

And used it to build an insane business.

Here’s how.

Costco sells a $21,000 scotch 90 feet away from the $1.50 hotdog.

Why?

Value anchoring.

$21,000 is a lot to spend on a bottle of scotch. And if you were going to drop that kind of coin, why would you do it at Costco?