Let’s Be Real, No One Buys Products, They Buy Results
Here’s the deal: people don’t wake up craving your product. No one rolls out of bed thinking, “Wow, today’s the day I buy that shiny new thing.” They wake up with problems they want solved. And the products we obsess over? They’re just the sidekicks. The outcome, the thing that makes life smoother, faster, easier, that’s the real hero.
Think about the drill. Nobody’s in love with drills. What people love is the hole in the wall, the frame hung perfectly, the little rush of pride when they step back and say, “I did that.” The drill is just the enabler. And you’ll find this logic everywhere you look. Meal kits aren’t about recipe cards; they’re about giving you back an evening. Automation software isn’t about pretty dashboards; it’s about fewer mistakes, fewer headaches, fewer late-night emails. Ride-hailing apps? People don’t care about the color of the buttons. They care about getting from A to B without begging a friend for a lift.
That’s why leading with features is dangerous. Features are easy to copy, forgettable to most people, and they back you into competing on one thing: price. And fighting on price? That’s a brutal race to the bottom where nobody looks good. But talk about solutions, about outcomes, and suddenly you’re in a different league. Solutions are harder to replace. They let you charge more, build loyalty, and become part of someone’s life in a way a product on a shelf never could.
The brands that nail this are the ones you can’t stop talking about. Apple isn’t just selling gadgets; they’re selling a life where your tech talks to each other seamlessly. Uber isn’t selling rides; they’re selling speed, convenience, and the relief of not dealing with parking. Airbnb isn’t selling beds; they’re selling trust, comfort, and a touch of adventure. The product is always there, but the story, the thing people buy into, is the solution.
That’s the trick. Figure out the problem. Show the solution. Make the outcome impossible to ignore. Features still have their place, but they’re supporting actors. The spotlight belongs to the result. That’s what makes people care, what sticks in their heads long after the ad scrolls by, and what brings them back again.
And for us, this isn’t just smart-sounding theory. It’s the rule we filter everything through. Every campaign, every line of copy, every strategy we shape has to answer one question: Does this solve something real, or does it just show off a product? Because here’s the truth bomb worth remembering: people don’t buy products. They buy solutions. And the brands that get that? They win.
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