The Final Good

People are going to love this product. That’s what we all say, right? We have this life-changing product or service that people must buy. So we start ranting about the product’s features, and the “what” behind the product. It has this, that and more!

But, this doesn’t work. People don’t care; they’re selfish. They only care about the “why.” Why must I buy this product? What's in it for me?

This is the reason plenty of campaigns fail, and products die before they even take their first baby step in the Product Lifecycle. The final good is not the product itself. Rather, the final good is the benefit the consumer receives. It could be that it makes life easier, creates envy among their friends, or any number of reasons.

Products are just a means to an end. And to sell product, you must determine why people need to buy products, and then tell them.