What We Are Really Selling Beyond the Product
People don’t buy the thing. They buy the feeling. The story. The outcome. The shift. And if you’re not showing them that, they’ll walk away.
You can have the best product in the world, but if no one understands the value beyond the product, you’re not selling. You’re just listing features and hoping someone cares.
People Buy from People, Still
This old truth still holds. We trust people. We trust stories. We trust the recommendation from a friend or that thing we saw someone rave about online. It’s connection, not conversion, that drives a sale.
It’s About the Impact
Take the BFI menu. I popped in for lunch after doing at talk at Somerset House for a networking led by Creative United; they invited me to speak about the importance of brand story. And here was a perfect example just starting right at me. The food’s good, sure. But what caught my eye was the note about where the money goes – supporting emerging talent in film. Suddenly the sandwich means something. You're not just having lunch, you’re backing the future of storytelling.
That’s the kind of value that sticks. That makes people choose you over the next person.
From Silence to Celebration
When we partnered with Art Asia on the Southampton Mela Festival, it was about much more than promoting an event. After a year away due to Covid, the festival’s return carried a deeper meaning — a chance for people to come back together and celebrate what makes the community unique. Our work on the visuals and messaging was rooted in that feeling: highlighting heritage, pride and connection rather than simply what was on the stage. The festival became a reminder of why it matters to gather, to share traditions, and to keep culture alive.
Nike – “Just Do It”
We all know the famous tagline — three little words that have lasted for decades. What makes it powerful is that it still resonates today. Nike weren’t really selling trainers; they were selling belief. “Just Do It” spoke to the athlete in everyone, encouraging people to back themselves and take that first step. It’s a great reminder that the strongest brands don’t just tell us what to buy, they invite us into a feeling we want to carry with us.
Show the Bigger Picture
You’re not just offering a product or a service. You’re inviting someone into a story. So make it a good one. One with meaning. One that shows the difference they’re making by choosing you. Want to figure out what your value is beyond the product or sevice?