And you thought you were in the gum business . . .

They tell us it’s all about product.

But then lots of people pay premium prices for demonstrably mediocre stuff.

They rattle offer a litany of purportedly superior features and benefits to appeal to our rationale minds.

But then the “better” mousetrap comes along and we stick with the tried and true.

They give us all the reasons we should buy the drill.

But what we really want is the hole.

Sure, how it works, how it’s made, how it compares to the other’s guy’s offering is part of the story.

But the other part of the story is the story. How it makes us feel. The experience.

And if you need an example, here’s a great one.

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