I’m walking along a beach and I see 2 fish and chip shops. One...

I’m walking along a beach and I see 2 fish and chip shops. One on the water in a boat house, the other across the road.

Which one will perform better? 9 out of 10 times the one on the boat will do better. But it goes against all rational market expectations.

1. The food on the boat house is more expensive
2. The taste of the food is probably worse (even though taste is subjective
3. You could probably buy the fish and chips in the shop across the road and eat it on the beach or on a patch of grass next to the sand
4. Some people might not like the sea or the turbulence of the waves

But people make decisions based on emotion. They see a long line outside the boathouse and they assume it’s the place to be.

BRN brain chip 5 Billion market cap, 1 Billion weekly turnover. Not much upside potential given how it expensive it already is. A Billion invested is a Billion dollars worth of risk.

Back to the fish and chips. There are a million different other factors, ie demographic, the wealth of the population, management quality and promotions. But it is all trumped by the long line and the people’s love of the sea. That’s what the people VALUE most. The unpredictability of the market.

Why is Mike focused on promoting the effectiveness of the product. There is nothing of higher value than the ability of a product to save a life. Or there shouldn’t be. Once this message is driven across, and given the competitive price, unique patent, and hospital savings, it ought to be in demand in hospitals worldwide.