Impact, Not Features

I was talking to a friend about her business. She has a unique business model and sells an even more unique product. On the surface, it's not really my jam. I'm not particularly interested in this field, and it doesn't resonate with me on any emotional level. However, my role wasn't to love her product, but rather to add value to her business in helping her see things more clearly. 

I asked her to explain the product. She began sharing about all the features and what a customer would get for the money. Interesting, indeed, but how much does it cost? When she told me the price, I immediately grimaced. Ouch, that feels expensive! I asked her to shift gears. Instead of telling me what a customer would get, I wanted her to explain how it would impact someone's life. Oh, now I was interested! She shared some really interesting perspectives about how a customer's life would improve because of this product. Then, she added, "And they will be able to use it for the rest of their lives." 

In that moment, her product's questionable price felt like the world's biggest bargain. You mean to tell me that for only $____, my life will be positively impacted in XYZ ways and it will be so for the rest of my life?!?!? Sold! Where do I sign up? I was hooked. In just five minutes, this went from a product I have no genuine interest in to one I NEED in my life. 

If you're a business owner, take note of this paradigm shift. However, I don't want to expound on this from a seller's perspective. Instead, I want to flip the script and focus on the buyer's experience. As consumers, we too often get bogged down by the features and benefits of a product. We look at the price and compare it to the features, then walk away. If we were wise, we would instead look at products and services through the lens of impact. 

How will this product or service impact my life? What difference will it make in my journey? How will it make my life easier? How will it make me more productive? How will it improve my health? How will it increase my longevity? What joy will it add to my day-to-day life? 

My experience is that when we look at prospective purchases through this lens, it completely transforms how we measure cost/benefit. What might have otherwise felt expensive can quickly become a bargain. Conversely, what might have otherwise felt cheap can quickly become a ripoff. 

I feel like most of my personal purchases fall into what culture would classify as "wasteful." However, each one is specifically curated to maximize the impact on my life. I don't buy much for myself, but when I do, the value it adds to my life far outweighs the cost.....even if the cost might seem higher. 

As consumers, we should focus far more on impact, and much less on features. If we can make that mental shift, we can begin playing an entirely different game. 

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