Before I answer this I’ll tell you what they don’t sell. They don’t sell sneakers, socks or sports apparel. If you said… “What? I’m wearing Nike sneakers now.” Give me a few sentences to explain.
Nike sells athletic ability and victory.
If you take notice to Nike commercials you will find that they don’t talk about how long the laces last, that manufacturing of the souls or the durability of the leather.
They emotionally connect the drive we were created with, deep inside to push past our limits to achieve something great. What you will see on Nike commercials is a group of kids in the streets playing ball with a stick for the love of the game, a basketball player in the eleventh hour hitting a three on the buzzer to win the championship or the look of determination on the early morning runner’s face as she blazes through her town.
The tangible product or service we all sell is the catalyst that addresses the deeper emotional need.
These days the steaks are too high sell features. Average people (like me) now have a voice that reaches the masses, vast fields of competition are entering the market every day and online shopping is driving price down and demanding service to be at it’s best.
Do what you love, do what you do with passion, the market is screaming for authentic people with purpose!