Transcription
I'll give you an example of that which really impressed me. So I was looking at a hotel in Houston and normally when you get to choose hotel rooms, you choose, you know, standard, deluxe, junior suite, whatever it might be, club floor.
Okay, the rooms are delineated basically by the status and size of the room. And I went on to book this room and you could pay $15 a night extra for either what they called pool access or gym access.
Now, what that meant was the room was near the pool or the room was near the gym. Now what's extraordinary about that is it hasn't required any investment in building construction or anything of the kind. You haven't had to recarpet a single room. But you've created value just by describing something differently, just by defining something differently.