We don’t buy products, we buy movement:
We don’t usually buy non-alcoholic drinks to be contrary. Perhaps it was to be more present with our choice of company while respecting our own boundaries.
We don’t usually choose software because we couldn’t perform its function any other way. Perhaps it was because the manner with which it approaches the solution is aligned with our own.
We don’t usually replace our laptops because they became underpowered. Perhaps it was because renewed battery life represents renewed freedom, unshackled from cables.
We don’t buy card games because we didn’t have any card games but found ourselves requiring one. Perhaps it‘s because we enjoy creative ways of spend time with our families and want to do more of it.
What if our marketing reflected the uniqueness of our audience’s journey, and sold them ways to move further along that journey, instead of mere products?