People don't buy products, they buy better versions of themselves

People don’t buy products, they buy better versions of themselves

How can we create great customer experiences? How can we attract loyal customers who champion our brand? Well, first we need to know what our customers motivations are. And, far too often, we underestimate them. Customers are humans, just like ourselves, who are complex with layers of motivations. Sometimes they don’t even know what they’re after. We need to dig deeper, beyond surface-level motivations, to satisfy our customers. We need to understand not just what they do, but why they do before we can successfully communicate with them. “People don’t want to buy a quarter-inch drill, they want a quarter-inch …