by Sunil Bali, 23-03-14

The sushi restaurant chain Yo Sushi doesn’t just sell cold dead fish, it sells an experience.

Harley Davidson don’t just sell motorbikes, they sell a lifestyle.

A senior executive at Elizabeth Arden told me, "We’re not in the business of selling lipsticks and perfumes. We’re in the business of selling hope. When a woman buys one of our products, she’s buying the hope that someone will say she looks beautiful. "

The primary reason that brands such as Apple, Starbucks, and Red Bull are successful is that they tell stories which effectively communicate how good you’ll feel if you buy one of their products.

Starbucks sells a 50 pence coffee, but a £2 experience of drinking it in an armchair.

If you focus on the mainstream aspects of business alone like functionality, capability and price you risk becoming irrelevant or being commoditised and carted off.

So what’s your emotional fingerprint? How do you make people feel? What do people say about you when you’re not in the room?

People might forget what you say and they might forget what you do, but they won’t forget how you make them feel.



Is anything stronger in the world than the natural, loving bond between a mother and her young offspring ….?

In Canada …..

In Africa …..

In India ….

And in a supermarket car park in Scotland …..