Marketing
If those outside the megaphone share your WHY and if you are able to clearly communicate that belief in everything you say and do, trust emerges and value is perceived. When that happens, loyal buyers will always rationalize the premium they pay or the inconvenience they suffer to get that feeling. To them, the sacrifice of time or money is worth i
... See moreSimon Sinek • Start with Why: How Great Leaders Inspire Everyone to Take Action
The idea is that it’s easiest to scale a product, harder to scale a service, and most challenging to scale a feeling. Here’s my take: while consumers might buy a product once because of a trend, they’ll buy a product twenty times because of a feeling. Ultimately, it is that ability to evoke a feeling in customers that creates the highest impact and... See more
Natasha Kim • Fresh Today, Faded Tomorrow? Brand Resilience in a Changing World
Simply copying WHAT Apple does or HOW it does it won’t work. There is something more, something hard to describe and near impossible to copy that gives Apple such a disproportionate level of influence in the market. The example starts to prove that people don’t buy WHAT you do, they buy WHY you do it.