The easist step on the planet is to reduce a price in order to make the customer feel as if he is getting the greatest bargain in the world - when what is anything worth in the first place - Of course people will say that it took them so long to develop a product or service or the labor costs so much or the materials - but given time all prices get lowered and lowered and lowered as well as demand drops and drops such that everything goes towards the free - except fresh clean water and next breatheable air - that supply and demand equation seems to be going in the opposite direction especially since it is unlike real estate since although land is limited - it's use can be extended by building upwards instead of only out while water's and air's use cannot be streched in that fashion!