People don’t buy products and services.
People buy personal transformation. It just happens to be embodied in a product or service.
People buy better versions of themselves. They buy transcendence. The product or service or religion is irrelevant. It’s the transformation that counts.
Yes, Airbnb is a platform for booking affordable stays in stranger’s homes. But what it’s really selling is a world where people can belong anywhere.
Slack is a group chat tool. But what it’s actually selling is a new way of working where people are less busy.
Tesla is an electric car. But what it’s truly selling is a cleaner, better, more sustainable future for all.
In an age of product and service parity, functional benefits are simply the cost of doing business.
All the value is in people’s transformation and renewal.
That’s what you’re really selling.