Business owners who start conversations with price set themselves up for failure. Why? Because once price becomes the center, the customer compares you with the cheapest option in the market.

But when vision is the center, the conversation shifts. The question becomes, “Why should I own this?” instead of “How cheap is it?”

The price game is a race to the bottom. The vision game is a race for meaning and connection. Which one are you playing?

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).