A revelation for small business owners: creating a profitable business is possible without getting into a slash-and-burn price war with your competitors. Petty and Verbeck inspire you to live your passion and pass your enthusiasm on to your customers, without succumbing to the pressure to discount.

Boutique is a business model, not a gift shop -- Branding -- Products, services, and the customer experience -- Price -- Marketing & selling -- Conclusion: You CAN be worth every penny -- Epilogue: For those who haven't done it yet.