This document discusses key insights and strategies for building value in sales. It outlines three insights: that value exists only in the mind of the buyer, few purchasing decisions are rational, and perceptions of value are driven by many different factors. It then discusses five key battles in sales: first impression, insight and understanding, air time, credibility, and relationship and rapport. Finally, it outlines five sales super powers or habits that can help create value: understanding value, dialogue, sharing stories, asking for commitment, and managing resistance.