Nike isn’t selling the story about shoes or clothes, but what they believe in being an athlete. If you have a body, you are an athlete.
Starbucks isn’t selling the story about coffee but a space where people socialize and connect while drinking good coffee.
Patagonia isn’t selling the story about the high-quality of their clothes but the belief in the sustainability of making. Make products that give back to the Earth as much as they take.
When people buy a product or service from us, they buy who they’ll become with the help of our product or service.
