At 23, Julius Caesar was a junior politician on the way up.
But he had an advantage: confidence and brains.

Sailing across the Aegean Sea, he was captured by Sicilian pirates.

They demanded a ransom:620kg of Silver, worth about $600,000 then.

Caesar told them they were being ridiculous.

He couldn’t possibly allow himself to be ransomed so cheaply.

The pirates hesitated, they were confused.

Caesar insisted the ransom must be raised to 1,550kg of Silver worth about $15,00,000.

Now the pirates didn’t know what to make of this.

Normally, their captives tried to escape as cheaply as possible.

They didn’t understand what was going on.

But if he said he would double the ransom, why argue?

They let Caesar’s men go back to Rome to raise the money.

And in Rome, in his absence, Caesar suddenly became very famous.

No-one had ever been ransomed for such a vast sum before.

People in Rome percieved, he must be very special, he must be incredibly important.

That ransom demand put Caesar on the political map.

And because Caesar was now so highly valued, his men had little trouble raising the ransom money.

They returned to the island and freed him.

But Caesar wasn’t going to allow the pirates to keep that sort of money.

Since now Caesar an important and famous man, it was easy for him to to raise a force.

He hunted down the pirates and took back all the money, plus everything else they had pillaged, then executed them all.

So Caesar was now both very rich and very famous.

And in time, with that same combination of confidence and brains, he became ruler of all Rome.

And he presided over the golden age of the Roman Empire.

Expanding it from Spain to Germany, from Britain to the Middle East.

Learning from the story
1. Consumers perceive higher-priced goods to be worth more, simply because they cost more.

Like Rolex, Cartier, Bentley, Rolls-Royce, Aston Martin, Louis Vuitton. None of them are actually any better than the cheaper alternatives, but the price alone makes them seem more desirable.

just like that; people perceived Caesar valuable & precious because of the ransom amount quoted for him.

He’d placed a value on himself greater than anyone in Rome. But, as far as anyone in Rome knew, it wasn’t him who had done it.
It was an independent valuation., So they believed it must be true.

2. Reality begins in the mind. Perception is Reality.
So the most important piece of real estate in which to stake a claim is the human mind. How you stake a claim in the mind is by creating a perception. This is what is done in Branding, positioning & advertising.

Questions to ask ourselves
1. How do I brand, position & advertise my business to create the desired perception & own a permanent spot in my consumers’ mind?

If you really want to build a business like Caesar & find answers to the above questions; here’s my personal invitation to our seminar Business On Autopilot

Read what Sonal Divekar Founder of Me Time a women-centered crafted holiday boutique has to say about this seminar.
“I attended Dr. Biz or Mr Sachin Mahajan’s Seminar on Sunday. He speaks about putting one’s biz in Autopilot. The roadmap to success and the mindset challenges exemplified in a storytelling manner clarified a lot of ifs and buts in my mind about my own fledgling business. I definitely recommend every biz owner to attend this seminar”