It is a universal desire to feel understood. But while so many of us feel misunderstood by our friends and family, very few of us try to make others feel understood.

Theodore Levitt famously said, “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” The lesson is that the drill bit is merely a feature, a means to an end, but what people truly want is the hole it makes. But that doesn’t go nearly far enough. No one wants a hole. What people want is the shelf that will go on the wal

If those outside the megaphone share your WHY and if you are able to clearly communicate that belief in everything you say and do, trust emerges and value is perceived. When that happens, loyal buyers will always rationalize the premium they pay or the inconvenience they suffer to get that feeling. To them, the sacrifice of time or money is worth i

But we know that people often go out of their way, pay a premium or suffer an inconvenience to buy a product that resonates on a visceral level with them.

People don’t buy WHAT you do, they buy WHY you do it. A failure to communicate WHY creates nothing but stress or doubt. In contrast, many people who are drawn to buy Macintosh computers or Harley-Davidson motorcycles, for example, don’t need to talk to anyone about which brand to choose. They feel the utmost confidence in their decision and the onl

People don’t want what you make They want what it will do for them