The value of your content (to the buyer) is a fluid concept because it is unique to each customer and changes over time. An example of recognizing and responding to this fluidity is Amazon Prime. In 2005 it was initially focused on reducing costs and saving time for its customers by providing unlimited two-day shipping for a fixed annual fee. Then Amazon expanded Prime to include streaming media (added value was access and entertainment) and unlimited photo storage on Amazon servers (to reduce risk). Each new element attracted more customers and increased the value to existing ones. How can you apply this concept to selling more of your books?