You can commit to being known as a product, but remember that you’ll be settling
Do those things well and you are in business.
But features can be copied.
And sooner than later, someone’s going to shake things up by being cheaper, faster, and even more reliable than you.
The best marketers know that facts don’t inspire us.
They know that there’s little sense in holding people hostage with relentless advertising.
So, they skip the facts and tell us stories about ourselves, instead.
Not because their products suck but because they know that we just don’t care.
They know that the best way to reach us is by helping us imagine a better version of ourselves — something that only stories can do, and facts don’t.
So, they tell us stories that are relatable because we see ourselves in them.
We gladly spread those stories far and wide because sharing them with others says something about ourselves.
The best stories aren’t about a product; they’re about self-realisation.
They reaffirm our deeply held beliefs and reassure us that we’re on the right path.
Committing to telling stories that help people realise their best selves is a purpose.
And when you have that purpose, people stop buying your products for the features alone.
Instead, they buy them because having one confirms what they already believe to be true about themselves.
