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Have you ever done something so different the whole world thought you were bound to fail?

A book that teaches you how to get rich is flash. A book that teaches you the inner workings of the financial system is substance.
A handbag that has the logo of a company printed all over it is flash. A handbag that lasts for 20 years and remains aesthetically pleasing is substance.
A customer [...]

When a company makes artisan soaps and sells them individually, they have their 1st product.
When they cut the soap in half, repackage it, and call it a “Traveller’s Pack”, they have their 2nd product.
When they cut the soap into the shape of little animals and call it a “Kid’s Fun Size”, they have their 3rd [...]

Ikea doesn’t sell furniture.  It sells what your home could look like.
Starbucks doesn’t sell coffee.  It sells a little indulgence in your busy life.
State Farm doesn’t sell insurance.  It sells the comfort of knowing that you and your loved ones are covered.

Don’t sell stuff.  Sell aspirations.