Launch a Story

People buy stories, not stuff. 

So, what story or audacious promise would your customers love to hear? 

Tell a story that sticks, that spreads and that will change the way people act. 

Don't worry about being cool, and worry a lot more about having a story that resonates with customer's worldview. 

(Worldview: An existing belief, bias, predisposition. It's not necessarily rational. For whatever reason people are hyper-alert to certain things but unmoved by other things, even if the other thing is inherently just as valid, because deep-down, people already have a strongly held belief.)

(TY: Seth Godin)