A big challenge for Marketers is converting a ‘commodity product’ into a ‘product with a story’.

If I tell you that I am selling tyres, I am selling a commodity.

If I promise you that ‘I will keep your family safe when you go long-distance driving’, I have a product that is driven by a story.

I am selling a feeling. An emotion.

Commodity products struggle to stay alive. Products with stories thrive.