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 pay attention to Nike commercials, you will find that they don’t talk about how long the laces last, the manufacturing of the soles or the durability of the leather.
Instead, they emotionally connect to the deep inner drive we were created with 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 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 town.
The tangible product or service we all sell is the catalyst that addresses the deeper emotional need.
These days, the stakes are too high to sell product 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 prices down and demanding service be at its best.
Do what you love, and do what you do with passion. People who do what they love create great brands.
