People (unlike algorithms and Darren in accounts) are ruled by emotions.
They’ll only come to us if we offer them the means to buy a better version of themselves.
Our product or service is just a means to that end. Apple isn’t selling us an iPad. They’re selling us a smarter, more switched-on version of ourselves.
SalesForce isn’t selling us a CRM. They’re selling us a more organised, more professional version of ourselves.