Each of us assigns different values to different things and our behaviors follow accordingly. This is one of the major reasons why it is nearly impossible to “convince” someone of the value of your products or ideas based on rational arguments and tangible benefits. It’s the ol’ Ferrari and Honda Odyssey debate again. Designer jean companies (or my

But we know that people often go out of their way, pay a premium or suffer an inconvenience to buy a product that resonates on a visceral level with them.

We’re forced to make these less-than-inspiring decisions for one simple reason—companies don’t offer us anything else besides the facts and figures, features and benefits upon which to base our decisions. Companies don’t tell us WHY. People don’t buy WHAT you do, they buy WHY you do it. A failure to communicate WHY creates nothing but stress or dou

people have a general tendency to stick with their current situation.