Why 7

“Why 7”

That was the entire message. 

As is the case with some folks’ texts these days, there was no punctuation. Just three letters, a space, and a number.

Even so, I had a good idea of what the sender meant. That’s because there is one question I get asked a lot:

“Why do all your prices end in the number seven.”

My answer?

“Why not?”

A week has seven days of the week. The earth, seven continents. There are seven wonders of the ancient world, seven deadly sins, and seven colors of the rainbow. 

Who said what something costs should end in zero? Or with a nine? 

Dr. Ou, the Chinese acupuncturist I saw for many years, always charged an amount finishing with eight.

Seven seems like a pretty good number to me. I know some folks consider it lucky. In my case, it’s that I have an enduring affinity for it.* 

That’s why, whether you purchase digital products, enroll in a course, sign up for a private lesson — online or in person, or book a Functional Integration tutorial, the price will end in seven. 

(Okay, okay . . . to be accurate, this applies for every item listed in US dollars. If you’re purchasing from elsewhere and you see the amount converted into your local currency, then it’s anybody’s guess what the last digit will be.)

* If you’re familiar with the conceptual models I’ve developed, you know this number often plays a significant role. For example, SPIFFER defines the seven dimensions of action and awareness.

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