What’s the story?

I’ve been working through a lot of product identification and differentiation lately, and this Seth Godin post really hit home: the story always matters.

The most important point:

“A commodity is only a commodity if you treat it like one.”

So: are we going to treat our products as commodities, or will they be the pages we write on to deliver interesting, compelling, remarkable messages to the people who buy and use our products?

It’s only a commodity if we are so bored (and boring) to treat it as such.

People want to be excited. People want to be motivated. People want to be captivated. People want to be passionate.

Are we allowing, providing, creating, inventing, hiding, showing, and building those possibilities into the things we create? What’s the story?

Let’s make it a good one.

[tags] stories, marketing, products, seth godin, john koetsier [/tags]