Or posting, "Gurus make a lot of money or are rich because they provide value"
Well, that's partially true!
And there are average Joes who feel that if they're not making enough money, they're not providing enough value. That's simply not true at all.
It all boils down to "perceived value."
To really make more money is providing "perceived value." That is, you turn something ordinary into extraordinary with a lot of marketing buzz surrounding it. The pet rock sold more and made millions than the talking pet robot since they have a huge marketing team, branding, promotion, behind the pet rock business model. In short, a much better perceived value...even though a talking pet robot is more practical.
I've discovered a lot of underrated books/products, which provide a lot value. Of course, you may not heard of them - since the website/ecover may look crappy, or they didn't have enough promotion. Those guys provided a lot of value, but how they're not rich? Well, they did not have the "perceived value"!
That $7 WSO may have the best hidden gem...but certain outdated MMO may sell more on Clickbank due to a higher perceived value.
There are tons of great inspiration books you have never heard, where the authors didn't rich. There are tons of hidden gems in the library and on Amazon. Yet, the concept of "The Secret", for instance, is a rehashed product/idea that made millions due to the marketing and the perceived value behind it -- Oprah endorsing it, high-profile self-help gurus promoting it, marketers creating sites discussing it, etc.
On the other hand, there are basic rehashed books/systems that provides little to no value after you purchase it. There are huge product launches that are selling new perspective of old strategies, but some of those guys made millions. How? They learned the art of making their product have a higher perceived value -- getting JVs, major branding, buzz marketing, etc.
So, I think, providing value is the first step...but to really make a lot of money from it...is matter of having that high perceived value. The two can actually be mutually exclusive.