Episode Synopsis "Ep 2: People Don't Buy Products, They Buy Better Versions of Themselves."

People have options. More than ever. When our options lack a story or a result we can buy into or that we want, we tend to default to price. What's cheapest I can get this for? If you're a business competing on price is a race to the bottom. There's always someone who can offer it cheaper. But if you tap into a result--something the customer is trying to achieve and help them do that genuinely, then they'll usually be happy to pay a premium. I discuss how Lululemon, Halo Top and more do this. 

Listen "Ep 2: People Don't Buy Products, They Buy Better Versions of Themselves."

More episodes of the podcast The Take New Ground Podcast

• Ep 3: All Storytelling Requires Frequency
• Ep 2: People Don't Buy Products, They Buy Better Versions of Themselves.
• Ep 1: Why Most Thought Leadership Misses the Mark