What can dentists learn from how Apple sells compared to Dell? Everyone knows an Apple computer costs more than a generic Dell, and almost nobody blinks at that. The selling environment is a big reason why. Apple and the other category leaders design their physical spaces so deliberately that the room itself justifies a premium price. That premium gives them fat margins, and the margins fund even better design and innovation, which keeps them ahead. It's a flywheel. Now ask the obvious question. If the giants who dominate their categories obsess over their selling context, why are dentists treating their consult [...]