5. Think of your product as the tangible expression of a deeper value.
The reaction to an effective lead message looks like this: “I want that. What is it?”
Your first and most difficult task in bringing your creation to market is getting someone to pause their life long enough to notice you. How to make that happen begins with framing how you think about what you’re doing.
Instead of a product or a service or really any kind of thing, you can create a more compelling message by thinking of it as coming from a deeper place. At its core, your thing is not a thing at all. It’s the tangible expression of a strongly held belief.
Because you hold this value, you created this thing.
Because Advance Medical believes every patient should have access to the best medical expert on their condition, they created these services.
Because you hold these values, you created this thing. This is the key to attracting attention from people who are trying to ignore you.
How Nike went from selling running shoes to defining athletic performance
Back in the day when running became a thing everyone wanted to do, Nike was in the lead for what you wore on your feet. They were a running shoe company. That’s how they talked about themselves and that’s how they were understood.
