Marketing

People almost never buy the process. They buy the result. We really should be selling them what they want to be sold.

Buying is no longer about getting things we need. It’s about reinforcing a set of beliefs we hold and share. Marketing is not about finding new ways to sell more of something. It’s about affinity more than it’s about price—feelings more than facts.

If you want to be the best in the world, don’t start by trying to create the best product or service. Start by figuring out how people want to feel.