The story being told

People don’t buy solutions.

They buy solutions and the stories they tell themselves.

No story, means commodity.

A Birkin bag is a $800 purse and a $19,200 story, rolled into one, designed to hold your things while making you feel bigger than those around you.

A no-name mass-produced $50 purse is a $50 purse, designed to hold your things.

They’re both bags, but they’re not selling the same thing, nor playing in the same games.

A Birkin bag, at $20,000, is a bargain at what it setes out to do compared to driving a Rolls-Royce.

The $50 purse might be overpriced if its target market can get the same bag for $40.

There is always a story being told.

Whether you’re deliberately telling one or not.