We sell feelings, status, and connection, not tasks or stuff.

If you want to build a marketing asset, you need to invest in connection and other nontransferable properties. If people care, you’ve got a brand.

Here’s a template, a three-sentence marketing promise you can run with: My product is for people who believe _________________. I will focus on people who want _________________. I promise that engaging with what I make will help you get _________________. And you thought that all you were here to do was sell soap.

Marketing is the story marketers tell to consumers, and then maybe, if the marketer has done a good job, the lie consumers tell themselves and their friends.