---
title: "The $32 Sandwich"
url: "https://books.joshbraun.com/4/forsale/155/the-32-sandwich"
---

**THE $32 SANDWICH **

I gladly paid $32 for this corned beef sandwich at Katz's Delicatessen in NY.

Stacked high, perfectly seasoned, melt-in-your-mouth meat. 

They've been making it since 1888. <br>
Best I've ever had. 

The lesson? 

Price is the last refuge when buyers don't perceive your product as being meaningfully different.