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Think about it. Isn't a straw a luxury item? You don't need it to drink a milkshake, but it does improve the experience.
Once you finally realize that what you market and sell is a luxury item, you'll start focusing on what matters most to purchasers of luxury items; namely identity and pleasurable experiences.
Otherwise, like it or not, you sell a necessity. And what matters most to purchasers of necessities are saving them time and saving them money. The choice is yours, but you do have to choose. You can't be both.
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
You got me on your topic sentence, Tom. I never thought about it before and I only realized it now.
Insightful, informative and innovative. You have done it again, Tom. Keep those articles coming!
Posted by: Strategic Growth Advisors | October 18, 2009 at 10:27 PM