We are not in the business of selling drills but the business of selling holes.

This is not original but it is worth repeating, what we are selling is never the product but the benefits the product can deliver. 

Our goods are only a form that can deliver to the customer what they desire. 

We are selling functions, experiences, emotions and self-image. 

The gold bracelet is not 3 grams of gold fashioned into 18cm of links and held together with a clasp 

For you, it's finest Italian craftsmanship honed over generations to give that someone special in your life a token that shows your love for them.

For them its a symbol of your love as timeless and eternal as the gold itself, by its very nature it will not fade or tarnish with age. 

Razors are not the cutting edge technology but the smooth skin that is the soft-touch beloved of your better half. No razor burn for you or stubble burn for her, so it's not even the smooth skin that's on offer but it's intimacy and bonding with your partner, it's the feeling of sophistication and sharpness that alongside that fine suit you have completes your self-image of success and desirability. 

Soft drinks are not carbonated sugar water but refreshment, excitement and energy. Just look at the big cola brands and you can see that they are family, neighbours, the whole world wrapped in a 330ml can.    

So we are not sales and marketing, we are story-sellers, wordsmiths toiling to create just the right framework that allows the customer to see the emotion they desire or function they require with our product being the optimal delivery device that moves them from their current state to the ideal envisioned state. 

Now go out there and sell that hole!