We almost never buy the item we buy because it excels at a certain announced metric. Almost no one drives the fastest car or chooses the most efficient credit card. No, we buy a story.
Seth’s Blog: Q&A: Where is the free prize inside?
It’s why I’m an Apple, Canon, and Warby Parker fan. They make things other people make. But the one thing they make that no one else makes is themselves.
Get it?