Love this from @JamesClear: when we buy a book on Amazon we don't get it right away (they have to ship it to us). So we're not "buying the book" per se.
"You buy your expectation of how good the book will be. And that expectation is what motivates you to act."
Yeah, don't focus too much on the example (Amazon vs book store). It's more around the idea that we're buying "an expectation of something being good." The same is true for ordering food at a restaurant. We're ordering based on our expectation of how good the food will be.
building