People don’t buy what you’re doing, they but why you’re doing it.
Example
The Creative Zen beat the iPod to the shelves. It was marketed by what it was - a multi-gigabyte MP3 player. But it is a forgotten relic of the past because Apple’s iPod sold the consumers with Why: “1000 songs in your pocket”.
Source
Related
- Negotiation is Tactical Empathy - understand what customers want