Fake File Power

Here's a case where a $20 purchase leads to a potentially unethical $50 charge (click here).

I had a call a few years ago with the CEO of a company. This person said something interesting ... and I paraphrase below:

• "I can sell anything. I just sweeten up the offer and the text until the customer can't help but buy whatever I choose to sell. Merchandise is unimportant. I just manipulate the customer as I see fit."

We've all been taken advantage of by a "brand" at one point or another. When you are taken advantage of, there is a rapid transfer of wealth. You are misled into giving money today that you may have given to the brand long-term. The customer frequently terminates the relationship as a consequence.

Deception = Fake File Power.