"The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man."

-George Bernard Shaw

People don’t buy what you do. They buy why you do it.

I have a pretty good idea of what I do with my life on a daily basis. Most of us know how we do it. Very few of us know why we do it. We associate ourselves with products and brands that we hope are the key to us becoming the best version of ourselves.…

I have a pretty good idea of what I do with my life on a daily basis.

Most of us know how we do it. Very few of us know why we do it.

We associate ourselves with products and brands that we hope are the key to us becoming the best version of ourselves.

If only I had the right workout ensemble…Nike. If only I could find an online library of streaming media comprised of the greatest thinkers of our time…TED. If only I had the right design tools…Apple.

We are attracted to the stories behind the brand and its products. The stories have a humanizing and empathetic power to them. The stories are how we make the personal connections with each individual customer that we’ve worked so hard to craft the experience for.

Inspire prospects to action

The story, or, the “why” behind a company will inspire a person to become the best version of themselves by associating themselves with that brand. In other words, the person buys a product because they believe they will have an inspiring story to tell about overcoming similar challenges in their own life.

Are you telling your story?

by Daniel D'Alonzo

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