The Pepsi Generation

As the saying goes, people don’t want a quarter-inch drill, they want a quarter inch hole. I iterated on this at my family’s fourth of July ceremony the other night as I sipped a glass of wine, saying that people don’t want alcohol, they want to be able to tolerate family events. (Though clearly in jest, it was met with crickets. Clearly, I’d had too much wine.)

Put simply, people don’t buy products because of what those products do, they buy products because of what they can do — or what they imagine they can do — with them. Pepsi was the first brand to realize this, leading the way for juggernauts like Apple, Samsung, and Starbucks to do the same.

This is that story, in seven minutes or less: https://medium.com/@zandercutt/people-dont-buy-products-they-buy-better-versions-of-themselves-d481390bfcee