Think about this one: choice is a function of narrative.
If we really don’t care about the story – it’s probably a commodity. Do you care which gas station you fill up at beyond the price that it costs?
If we really do care about the story – it’s probably a luxury item. Do you want the Walmart handbag or a Birkin?
The more of a commodity the product is (be it a good or service), the better off you’d be directing the story to some other aspect (and some higher profit margin – gas station hot dogs anyone?).
The more premium the product (be it a good or a service), the more impressive the story had better be. Notice that Hermès does not market Birkin bags, they rely on word of mouth.
Billboards are priced, an authentic statement or gesture is priceless.
By studying extreme examples like these, we can apply logic to the more “middle of the road” cases where most of us spend our professional lives. Don’t be afraid to tilt a little towards the extremes.
Making a point = standing out. Being above average requires at least that much.