Important thinking points:
Nike doesn’t just sell shoes, it sells the story of the pursuit of excellence. They sell the identity of “Just do it”.
Apple doesn’t just sell electronic devices. They sell the story of simplicity and elegance.
Harley-Davidson doesn’t just sell motorcycles; they sell the story of belonging, personal freedom, “tough” behavior (that’s why people proudly tattoo the Harley-Davidson logo on their bodies).
All these companies make great products. But the products themselves are not the differentiating factor.