diff --git a/DOCS/SALES.md b/DOCS/SALES.md
index 7e6ec8e5..7211ccb5 100644
--- a/DOCS/SALES.md
+++ b/DOCS/SALES.md
@@ -134,9 +134,16 @@ Selling Swarms is not about pushing a product; it's about offering a solution th
 Dream outcome • Perceived Likelihood
 -------------------------------------
 Time Delay *     Effort & Sacrifice
-
 ```
 
+Where:
+
+#### Maximize Value Using Value Equation
+❏ Maximize Dream Outcome (solve problem worth solving)
+❏ Maximize Perceived Likelihood of Success (testimonials& proven case studies)
+❏ Minimize Time to Success (How can we make this faster? How can we show progress?)
+❏ Minimize Effort & Sacrifice (How can we make this easier? More Seamless? Convenient?)
+
 ### Value prop SWARMS
 ```
 We've helped thousands of people just like you automate 30% of their activities with Swarms. And, all it takes to get started is a fast simple onboarding flow that asks you to integrate your tools and datasources.