Here is a video of a smart man talking about smart things:

Please ignore the bit about the Wright Brothers. It’s tosh.

The rest of it, though, is an insightful bit of marketing. We don’t buy the what, or the how, we buy the why.

Let me put it another way:

We buy based on our emotions. We buy based on how the purchase makes us feel, and what crowd it makes feel part of.

The important part is not so much making sure that your business communicates a clear vision, but that it’s communicating a vision people can relate to. If enough people didn’t think of themselves as outsiders and innovators, Apple’s ‘think different’ message would bomb no matter how much they believed in it.

This is the basis of making your company appeal. Draw a line between Us and Them, and make sure that for your target consumer, you’re firmly inside Us.