Customers Want This Instead.

In a flash of inspiration, a new product idea hits you.

It’s AMAZING!

Your new product idea feels sticky, like something someone will buy. 

You go for it. A new brand is born.

But what are you really selling?

Marty Neumeier says it best in The Brand Flip:

Today’s customers want more than products, more than features, more than benefits, even more than experiences. They want meaning. They want a sense of belonging. They want creative control over their life stories. 

Many people mistakenly focus on selling a tangible product, rather than emphasizing its immaterial value.

In reality, your product serves as a means to a specific outcome.

Your customer is more interested in that outcome.

Sell that.

Gym membership or Confidence?

A few examples:

• You're not selling a smartphone; rather creativity.

• You're not selling a gym membership; rather confidence.

• You're not selling flowers; rather strong relationships.

• You're not selling a course; rather the opportunity it grants.

• You're not selling a toothbrush; rather attractiveness.

• You're not selling eyeglasses; rather personality.

Eyeglasses or Personality?

Are you starting a new brand or product?

Focus on your customer’s outcome; the product is merely an artifact.

Now, you're approaching things from their perspective.

Ultimately, it’s their brand, not yours.

Great, what do YOU actually sell?