We usually don’t buy the best products, we buy the products that tell us the best story. They have clear and concise messages that resonate with us. We see ourselves as the hero. We know that those running shoes will improve our run time. That new frying pan will make us an amazing chef.
What ever it is we aspire to be, aspire to feel or problem we need to solve the products we buy may not be the best but they are the ones that tell the best story.