Don’t sell anything: unlock the nine-fold value password of user needs (10,000 words)

If the product can’t be sold, the problem may not be in the product itself, but in you “only sold the product”. In today’s increasingly complex user needs, what really touches people’s hearts is not the accumulation of functions, but the resonance of value. This article will take you to deeply analyze the nine-fold value code behind user needs, from emotional identification to identity projection, from scene co-construction to trust mechanism, and reveal the “buying point” in addition to the “selling point” layer by layer.

We remember that Jobs had three maxims about “user needs”:

1. Users often doIt is difficult to recognize clearlywhat you really need;
2. You have toIt starts with customer experience and returns to technology– There is no other way;
3. We must first thinkWhat value can it create for users?, can put the userWhere will it lead?。

These three sentences reveal the core principles of brand creation:The key to success is not selling the product itself, but providing deeper value.

So, what exactly should a brand “sell”? In other words, why are users willing to “pay”?

Along Maslow’s demand pyramid, combined with the current business picture, the nine-fold dimension of “user value” is clearly visible:

• 1. Selling “pain points”: problem solving (physiological needs)
• 2. Selling “trust”: safety trust (security requirements)
• 3. Selling “experience”: pleasure beyond expectations (social and respectful needs)
• 4. Selling “emotions”: resonance and comfort (social and respectful needs)
• 5. Selling “belonging”: a badge of circle recognition (social and respectful needs)
• 6. Selling “better”: helping progress and change (self-actualization needs)
• 7. Selling “meaning”: responding to the call of “humanity” (self-realization needs)
• 8. Hidden height – selling “surprises”: changing the world (self-transcendence)
• 9. The last piece of advice: products are only carriers, the starting point of value!

1. Selling “pain points”: problem solving (physiological needs)

People don’t want a quarter-inch drill, they want a quarter-inch hole!

– Theodore Levitt, professor at Harvard University

The most fundamental physiological and safety needs of users directly give birth to the core value of “solving pain points”. That’s exactly what it isInternet thinkingThe essence of thePrecisionProvide the solutions they need.

Over hereThe core task of marketing is clear and direct: Either clearly show how the product directly hits the core of the problem, or perfectly solve the pain points with an innovative model; Either warn users of the consequences of not taking action (i.e., not using your product). There is only one purpose:Provide users with a good reason to “must buy”.

To achieve these three challenges, product managers will only continue to appreciate
Good product managers are very scarce, and product managers who understand users, business, and data are still in demand when they go out of the Internet. On the contrary, if you only do simple communication, inefficient execution, and shallow thinking, I am afraid that you will not be able to go through the torrent of the next 3-5 years.

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The classic case is as follows:

• “Afraid of getting angry, drink Wang Laoji”: Concerns about discomfort after hitting hot pot(People who are afraid of getting angry);
• “Tired and sleepy, drink Dongpeng special drink”: Solve the problem of lack of energy(Price Sensitive Population)；
• millet: 1999 yuan mobile phone(Audiophile)and 69 yuan power bank(Rice noodles)to meet the demand for affordable and good things;
• Pinduoduo: Go deep into the sinking market and focus on outside the Fifth Ring Roadcrowdto solve the demand for “low-priced good things”;
• DTC mode:Warby Parker (direct-to-faceuser, providing affordable options online);
• Various sharing modes:Shared bicycles, shared taxis, shared homestays, shared office …….

In short, this is probably the case for brands that have relied on advertising or innovated with business models in the past two decades.

★ The essence of discovering such values is often not about inventing something completely new from scratch, but about identifying “people” whose needs are not fully met by existing solutions.

From an operational perspective, “pain point solving” is one of the most commonly used and efficient means of using USP and positioning theory (but not the only one). From the final effect, it can accurately solve the pain points of users, indeedIt is very likely to give birth to a market hit。 But we also need to be soberly aware that when a product becomes a hit, its success factors are often diverse.It is by no means dependent on solving a certain pain point。

2. Selling “trust”: trustworthiness (security needs)

Every product we sell must save customers money. If we can’t, we won’t sell. Our attitude is that if they come into the store and see that we can’t save them money on sugar, they have reason to believe that maybe our pricing on Michelin tires or TV sets isn’t that cheap. This is a loophole, and we will not let it happen.

——Costco founder Jim Singer

When the basic survival needs of consumers are met, rightSecurityThe desire will naturally appear. This is one of the important motivations for the birth of brands in the history of business: ownership (imprint) and symbols，It is even more solemnpromise。

This “promise” that consumers expect is manifold: they need to be confident that the products they buy are authentic and worth the money; Choose a brand that is trustworthy and does not pose potential risks or losses. Once won over consumers“Trust”It has become the brand’s foothold and long-lastingcore assets,It is also to build all customer relationshipsFundamental cornerstone.

Therefore, at this level, the core mission of marketing isEstablish and convey a sense of trust in all aspects.This is by no means an empty slogan, but must permeate the differencedetailOffice: From consistent product quality, strict implementation of safety standards, to timely response after-sales service, every fulfillment of brand promises, to thorough open and transparent information communication.All these efforts point to the same goal: “You are trustworthy”. ‘’

We can see trust construction in various forms:A century-old brandRelying on the reputation accumulated over time,Entrepreneur’s personal IPWith its charm and credibility,Authoritative professional certificationsProvide endorsements, even inLive streamingThe instant interaction and trust established between the anchor and the audience are all contributing to “trust”.

★ In the digital age, where consumer sovereignty is becoming increasingly prominent, “openness and transparency” has become the core path to win trust and release unprecedented trust dividends.

This echoes the profound insight of Amazon founder Bezos: the world is accelerating towards transparency and better information. The smartest strategy isProactively keep information in sync with customers。 If your business model relies on restricting your customers’ right to know,Or if customers only have a partial right to know, then you better change your business model right away.

It is crucial to understand and practice the following five points:

1. Transparency is the only way to trust

To earn user trust, it is necessaryTake the initiative to show them the truth。 The era of information cover-ups has passed, and openness and transparency build trustBasic requirements:

2. Truth is the cornerstone, trust is feeling

It is not enough to state the facts (the truth). Brands need to translate these facts into usersA perceptible and experiential sign of trust。 Truth and perception complement each other and are indispensable.

3. “How to say” is as important as “what to say”

The way the information is presented is crucial. The information itself mustReliable sources, valuable content, easy access, and easy to understandmoreoverReally useful for users.

Take Bawang Chaji’s “Health Declaration” as an example:First of all, cut in with the lightweight “fresh milk + original leaf tea”; Then clearly define the “three 0 standards”; Then launched the “calorie calculator” linked with KEEP; Implement the “nutritional choice” logo; and innovate scientific sugar control double guidelines (ABCD nutritional choice label + GI value) and so on. These measures make “health”quantifiable, perceptible, and verifiable。

Compare HeyteaAlthough it is the first in the industry to introduce zero-calorie sugar, it also announces formula raw materials, nutritional ingredients and traceability information, and releases the “Heytea Real Tea Standard” and the “Four True Seven Zero” Healthy Tea Declaration. However, its “health” attributes are still in the declaration and notification stage, and there is no “inspiration”, which is a pity!

4. Actions speak louder than words

In this era, shouting “believe me” has long been pale and powerless. Trust needsIconic and tangible actionto support and prove.

As an obvious example, Dong Yuhui and Luo Yonghao’s real commitment of “refunding one and compensating three” in live broadcast e-commerce is to build the cornerstone of trust with real money. On the contrary, once trust collapses (such as crazy Brother Yang), the road to reconstruction is extremely difficult.

The best practices are Fat Donglai and Costco. In addition to no-reason returns, no-receipt returns, etc., these guarantees that surpass peers, evenDisclose the cost of goods, profit margins, and supplier information, pushing transparency to the extreme; Costco promises that the price increase of all products will not exceed 15%, and it will be implemented for 40 years!

Remember: Beautiful words that lack action support, or unrealistic excessive guarantees (such as “100%”, “organic”, “cellar XX years” without evidence, or “most” bag noodles and “thousand grains” added by playing word games) will only accelerate the loss of trust.

5. Trust needs to be actively won and maintained.

Trust is not something that money can buy. It needs brandingTake the initiative to strive for and take good care of it day after day, even in times of crisisGo all out to win again。 As Sean Ellis, author of Post-Truth Business, emphasized: Regaining consumer trust is crucial, it is the foundation of all brand values,Therefore, brands have a huge incentive to maintain it.

It can be seen that users end up paying far more than the physical cost of the product itself. What is contained in it is the brand passingStrict self-discipline and extreme transparencyThe heavy part given”A sense of security”。

“Trust” is indispensable in modern consumer behaviorEmotions are just needed, is also the most cherished and constructed by the brandmoat——It’s a must-sell!

3. Selling “experience”: pleasure beyond expectations (socialization and respect)

When users’ physiological and safety needs are met, their desires naturally escalate and they begin to pursue richer and better feelings – this is the stage where “experience value” shines.It satisfies the user’s inner desire for “want”, not just “need” function.

The experience value in a broad sense is all-encompassing, covering all the feelings that can touch users, such as scene creation, emotional resonance, and participation in interaction. The more focused narrow experience value refers to the reasonAnticipation management、Sensory delights(visual, tactile, auditory, etc.) andPerceived value for moneyA unique feeling that is composed together.

• It could beEfficiency, convenience and instant gratification brought by digitalization。 For example, JD Express’s “order in the morning and delivery in the afternoon”.
• It could also beA well-crafted scene atmosphere or deep emotional resonance。 For example, Haidilao is a complete experience that is valued and enjoyed from impressive enthusiasm and dining atmosphere, from free manicure while waiting to a surprise performance of changing faces during the banquet.
• Or maybeThe continuous sense of value created by the equity portfolio。 For example, Amazon Prime membership: fast delivery, massive audio-visual entertainment resources, continue to provide comprehensive value that exceeds the expectations of the user base,Make membership a source of pleasure in itself.
• It is worth noting that the brand listens to and responds sincerely to user voices, which is also an indispensable gold thread for a complete experience. When users feel valued, the sense of completeness of the experience naturally deepens.

★ Note that a successful “experience” is inseparable from the active participation and emotional investment of users, and it is a two-way street.

To truly sell the “experience”, you must first understand”User Services“With”User experienceThe subtle but crucial between themboundary：

• User Services: is the brandPassively providedfor purchasers or usersHelp & AdviceToResolve issues that have arisen。 It is usuallyUnidirectional, reactive, and focused on a single touchpointUsers get the necessary support, and the mentality of enterprises is often “free if possible”.
• User Experience: is the brandActive designThe user connects with itFull journeymiddleEvery touchpointTime, placeDeliberately builtSynthesisfeel。 It isA series of contacts that are two-way, interactive, and pursue seamless connectivity。 What users get in it includes emotional valueThe overall feeling exceeded expectations。 The enterprise is for thisActively design and take the initiative to createTarget.

At lastTwo key practical experiences:

1. Don’t mistake “good service” for “good experience”.

Simply optimizing service quality (such as shortening customer service wait times and standardizing speech) does not automatically transform “service” into a memorable “experience”.Experiences require more systematic and proactive design thinking.

2. The secret to exceeding expectations: deeply understand the real expectations of users.

This requires usCarefully understand usersto understand their key journey touchpointsWhat are the potential expectations (media, text, picture, cognition, purchase to use, after-sales).。 Only based on thisDeep and delicate insights, in order to accurately design those experience moments that touch people’s hearts and bring unexpected joy.

When you really start to understand and sell “experience”, you are already building a more lasting vitality that transcends the product itself, transcends price competition, and lasts longer. Look at those outstanding brands – Apple, IKEA, Disney, Tsutaya Bookstore, Fat Donglai, the deep password of their success is this persistent pursuit of the ultimate experience.

4. Selling “emotions”: empathy and comfort (social and respectful)

Efficient marketing always talks to the choice and emotional brain! Because your emotions will never lie to you.

– Javier, former vice president of marketing at Coca-Cola “Emotion driven: people are willing to pay extra for emotion”

In the vast world of experiential value, there is a special powerpowerful——Emotional value。 It is not a one-size-fits-all feeling created by the brand with forceful means.It is through the content or field that it brings users a unique sense of emotional fluctuation and satisfaction, accurately filling modern peopleSpiritual cornerThe blankness and desire.

The magic of emotional value also lies in its abilityTruly touch the heartstrings of different “time and space” of users: Whether it is the freshness of a brief escape from reality, the beauty that touches the depths of the soul, the sense of relaxation that unloads the burden, the healing feeling of warmth and loneliness, the sense of anticipation and small happiness that lights up ordinary daily life, or the trigger“Ah, this is me!” A deep sense of identity, and even a sense of release that provides a reasonable cathartic outlet for suppressed emotions……

As long as it can meet the user at a certain emotional angle and bring inner fullness or release, it constitutes a precious emotional value.

How to get it rightSell & DeliverThe key to this “emotional value” is to understand its unique genes:

• It is an inner “impression”, not an external “stimulus”:The atmosphere and liveliness on the surface may attract attention, but only the real thingTouch the right chord, in order to generate value.
• It’s what the user “wants”, not “needs”: It responds to deep emotional desires rather than rigid instructions necessary for survival.
• It relies on active user participation rather than passive acceptance: Users need to invest in emotions, actively feel and resonate, and value can be fully activated. The brand is the guide, and the user is the protagonist.
• It is fluid and continuously iterative: Users’ emotional needs change with the times, environments, personal states, and scenarios, and brands need to be keenly aware of and constantly innovate response methods, rather than simply imitating them.

★ It is undeniable that in this era full of anxiety, even providing a moment of precious pleasure and resonance is of great significance.

This power that touches the heart,No matter how grand or subtle,can produce “value”:

• The resonance of grand scenes: Just like the hit drama “My Altay”, it uses two hours of pure narrative and a vast and magnificent picture of nature to invite the audience to immerse themselves in it, bringing a long aftertaste and a profound journey of spiritual purification.
• Subtle daily soothing: Another example is the short video blogger “Xiao Hemiao’s Mountain Diary” (a post-00s Vlog recording the life of living alone in the mountains), just 5 minutes a day in the mountains, quiet work and nature dialogue, can also provide countless urbanites with a moment of relaxation and healing to escape the hustle and bustle.

In the end, the essence of emotional value,It is established between the brand and the userAn emotional connection。 It sells not concrete products and services, but the ones that can illuminate the hearts of users and fill the spiritual gapsUnique feelings and resonance。 In this era, whoever can truly understand and satisfy the emotional thirst of users has mastered the key password to connect users.

5. Selling “belonging”: a badge of circle identity (social and respect)

Essentially, branding embodies the human condition, which ultimately represents a sense of belonging: an expression of human belonging to a certain tribe, religion, or family.

——International brand master/corporate identity giant Wally Olins (Wally Olins)

A person may be becausetrust(sense of security) orPleasure(experience/mood) and like a brand. But that one is rooted in the heartBrand loyalty, often stems from a deeper emotional connection: whether this brand has becomeExpress yourself, fit into a circle and gain a sense of identityThe carrier?

The “belonging” value provided by the brand is precisely to meet the needs and desires of users:

• Express love and resonate: Become a user who highlights their unique interests and valuesbanner(Think of the pride of apple “fruit powder”, the “Harley Knight” of Harley motorcycles), which is recognized in a specific circle.
• Provide social currency to strengthen connections: Help users establish topics in groups, share experiences, and becomeInto“Pass” of the circle (such as the Keep badge).
• Meet the same kind, embrace “us”: Build platforms, communities, or create an atmosphere where users can find partners who share their passions, beliefs, or lifestyles“So you’re here too”The warmth and belonging. (LEGO’s various communities)
• Define identity and highlight the circle: Like luxury goods, it becomes a symbolic label of the user’s social identity, economic strength or aesthetic taste. As fashion writer Mark Tungate puts it:“The outfit you choose has long been a statement. What you buy is not clothes, but identity.”This is also the real reason why Labubu is popular all over the world, which has long evolved from IP love and emotional value toHighlight the status symbol of the circle.

• Participate in the cause and take responsibility: By supporting the brand, users can participate in a grander and more meaningful cause, and realize the connection between personal value and social responsibility.

At the heart of all of this points to the same answer: brands are selling “belonging”.

meanwhile“Loneliness” is becoming a global social sentiment, giving rise to a huge “loneliness economy”. “Belonging” has also transcended the level of seeking temporary solace, reflecting people’s feelingsReal, warm connectionsThe deep desire. In this context, it is important to be able to create “There is a caring connection with temperatureThe brand can resonate and touch people’s hearts and satisfy the thirst for belonging.

So, how can brands build this powerful “belonging”? Some universal and effective methods are emerging:

1. Building a community with strong values: The brand is clear and clearValuesIt is a link that unites a certain group of people (like lululemon and the yoga community that loves healthy living). Members are in the communitySupport each other, deeply connected, and jointly shape a unique community culture.and to continue to act, innovate and grow in the practice of common beliefs such as the pursuit of physical and mental balance.
2. Create a sense of deep engagement: product design, service optimization, brand building and even the sales processopeningGive users and engage them deeply, with the goal of building a userA brand that can be touched, owned, and grown with. This is Li WanqiangGoals in “Participation”.
3. Inspire a sense of co-creation: Find and activate that1% of core users who are willing to participate deeply, invite them to become partners in the brand ecosystem (such as Wikipedia editors, TED speakers and audiences, creators of Douyin/Bilibili/Xiaohongshu, and Lego’s “super players”).

Selling “attribution” is essentially selling a typeA precious experience of identity and group connection—— In this digital age, this is the core password of countless “small but beautiful” brands to achieve corner overtaking.

6. Selling “better”: helping users progress and change (self-realization)

We are creating a brand, but also a culture; We are fighting against going with the flow, boredom and misery; We sell not only a product, but also a concept and a spirit.

——NiKE founder Phil Knight “Shoe Dog”

Picture this: “Warframe” to Iron Man, “Hammer” to Thor, “Shield” to Captain America – these iconic weapons are truly beloved not for their physical attributes themselves, but for themEmpower heroes and become stronger versions of themselves。

This is the root of why Nike and Apple have achieved extraordinary things.Whether it’s the top-notch products they provide, smooth service, immersive experiences, resonance of values, or a desirable sense of belonging, their ultimate goal is not limited to these “values” themselves. Its real power lies in itIt effectively helps users move forward, continue to grow, and even complete the transformation of life。

This perfectly fits the top of Maslow’s pyramid of needs –self-realization: The deepest desire of the human heart is not just “possession”, butUnleash your potential and become the “most likely self”。

In the heart of almost every user, there is a desire to become better and closer to their ideal self. If the brand can keenly understand and respond to this deep need –“Help users continue to make progress or achieve positive changes in specific life scenarios”—— can create a powerful value that goes beyond function and emotion to the endgame.

★ The essence of “achieving better” is not to fabricate new needs out of thin air, but to accurately tap the desire to “become a better version of yourself” that has long existed in the hearts of users, and lay a clear and effective path for it.

In terms of marketing communication, “sell better”Never dwell on simple comparisons of cost performance。 Its narrative core always revolvesPositive changes in life, visible personal progress, and gradual realization of dreamsUnfold. Apple computers help users take a leap of creativity and efficiency, and Nike sneakers encourage users to push their limits and build their ideal physique – these are excellent examples of “doing better”.

How to find the “better you” that your brand promises? A simple yet powerful framework for thinking:

1. My brand/product is for those who believe in ______________(e.g. believe in technology to empower creation / believe in sports to change lives)It was prepared by the people. (Identify the core population you serve and their beliefs)
2. I focus on helping those who crave _______________ (For example: Desire to improve work efficiency / desire to push the limits of physical fitness)people. (Clearly define the progress or change that users aspire to achieve)
3. I promise that using my product/service, will help you ____________ (For example: Unleash your creative potential / Become a stronger version of yourself)。 (Specific promises of progress or transformation that you can bring)

Try: Plug a bottle of a functional drink, a piece of herbal skin soap, a pair of Nike running shoes, or an Apple MacBook into this frame. It can be like a key that quickly helps you lock in the core of your brand’s value.

This year’s typical case is to position “high-fragrance and sugar-free” bottled small pot tea. Uncle Golden Gun created an advertising slogan for it——”Drink me beautifully”。 This concise and powerful sentence jumps out of the framework of traditional tea drinks emphasizing taste/health, and caters to users’ potential desire for “good feelings and state improvement” (i.e., “becoming beautiful”), which is to sell“Better”(the rest depends on how Du Guoying fulfills his promise, but paying tribute to the oriental leaves is a loss of “level”).

Selling “better” is essentially selling a solemn commitment to growth and infinite possibilities for transformation. It requires brands to not only be product providers, but also usersIn the great journey of pursuing the “ideal self”, a trustworthy companion and a firm enabler。

Whoever can effectively ignite and satisfy the flame of “getting better” in the user’s heart can occupy one in the palace of the user’s mindUnshakable and full of respectposition, become themAn indispensable chapter in the coming-of-age story。

7. Selling “meaning”: the call of “humanity” (self-realization)

People want to be part of a larger narrative, to connect with value-oriented things, to see themselves in them. People work not only to make money, but also to gain emotionally and psychologically, and to become a member of a larger “cause”.

– Starbucks founder Schultz

“Meaning” – this seemingly grand word has long been quietly integrated into the context of our daily consumption.

• Maslowtells us that the pinnacle of self-realization is the desire for life and work to have profound meaning.Desire to participate in a cause that surpasses oneself——This is the essential pursuit of human beings.
• AdlerIn “Inferiority and Transcendence”, it is emphasized that the true meaning of life lies in caring for peers and integrating into the collective.Contribute to the well-being of mankind.
• Symbolist poetFernando Pessoaprovides another perspective: smart people make their lives simple,In order to make the smallest things carry great meaning.
• And social observersMiura ExhibitionIn the digital age, we have gained insight: for people, the biggest consumer object is life itself. Therefore, the final consumption,It can be said that it is an achievement in life.What people are looking for is “Consumption that can enrich life and time, not consumption that consumes life and time”。

Putting aside the pleasant adjective “grandiose”,The “meaning” that new humans crave is no longer an empty slogan.Therefore, the “meaning” that the brand interprets and sells must embrace the truth – it needs toIt can be big or small”，A sense of true meaning that can be integrated with the user’s life.

This sense of meaning can be perceived and transmitted in four dimensions:

1. Selling “meaningful life”

Make consumption realEnrich your time and life。 This meaning can be very specific and very “small”: learning to paint to release creativity, practicing flower arrangement to cultivate meditation, participating in drama to experience a variety of life, and giving talk shows to gain laughter in the hall –The improvement of any skill or the enrichment of life dimensions is quietly creating meaning。

LEGO CommunityStimulate the deep creative nature of children and adults;lululemon and KeepGives the body vitality and a sense of control;XiaohongshuHelp you explore the possibilities of life – they all help users grasp every aspect of life more effectively and richly. The meaning is also hiddenA community experience that grows togetherandConsumption choices that help others growMiddle.

2. Selling “beautiful works”

Support users to become “beautiful works”Creator and transmitter——Whether it is a sincere text, a moving photo, an original painting, or a favorite music; It is also a home renovation, a solution, a public welfare project, a design full of goodwill, or a brand with good intentions.

This kind of “beauty” of co-creation hasRipple effect: It is transmitted through the “work”, and people who come into contact with the work can not only feel the work itself, but also perceive the beautiful meaning contained in it, and then bring this “beauty” into their work and life, and continue to pass it on.

Think about itDao Lang’s “Where the Mountain Song Sounds.”How to cross the circle of cultural resonance and emotional agitation; or similar@小书子吖 The instant healing power brought by such singing is an example of the ripples of “beauty”.

3. Selling “doing good for small things”

As revealed by Miura Exhibition, the characteristics of the fourth & fifth consumption era: under the rise of sharing and social awareness, aGo beyond egoism and take into account others and societyThe altruistic consciousness naturally grows.

The new generation starting from the 90s,”Whether consumption makes sense“It has become an important consideration: they choose to give back to companies that practice kindness sincerely; willing to participate in low-threshold, high-realization “kindness” (such as insisting on using paper straws, bringing your own coffee cups, and supporting environmental protection tree planting); And withEqual perspectiveCare for the vulnerable.

Brands can sell to help usersEasy to practice“Little kindness”, light up a small but warm lamp, so that kindness flows in daily life.

4. Selling “Channels to Participate in Noble Causes”

All “good and small” can converge inA noble common causeMiddle. This cause is a direction, a guide, and an extension of the brand and community values.

The “sublime” of the new era does not lie in the empty performance mission, but in the existence of itTruly integrate the love, persistence, ideals and dreams of individuals or groups：

• Hong Kong, ChinaHong ZijianUse Lego bricksConvey the essence of Chinese culture；
• Catch more fishFrom the practice of “circular economy” to promotionSustainable lifestyle”；
• Thirteen remaindersToThe youthful dissemination and popularization of national style culture, rejuvenate tradition;
• “Black Myth: Wukong” established China’s first while “learning” from Chinese cultureAncient building virtual asset library.

★ This is enough to prove that “meaning” is not so mysterious, but it is to find a bigger existence than oneself and then sincerely integrate oneself into it.

For brand innovationSelling “meaning” is not only the sublimation of value, but also the possibility of becomingA sharp weapon for “dimensionality reduction strikes”, injecting new vitality and humanistic depth into the traditional USP, positioning, and category strategy.

As far as business competition is concerned,“Meaning” builds the strongest barrier. Product technology can be imitated, design concepts can be plagiarized, and prices can be involuted.However, the unique sense of meaning carried by the brand and sincerely recognized by users is a soul imprint that competitors cannot replicate——This is the highest level of competition.

Even if your brand or product is temporarily unable to relate to grand social significance, focus on conveying your inner sincerity, joy, and beauty. Send this positive energy to users through your products, services and every interaction.This in itself is creating a warm and real “meaning”.

8. Hidden height – selling “surprises”: changing the world (self-transcendence)

We have chosen to use Patagonia to create wealth to protect the source of all wealth (the earth); We run our business to save our homes.

– said Joynard when he donated $3 billion to “Earth” in 2022

The highest level of commercial value is creationA subversive experience that transcends human imagination in the present– A kind of public that is completely unforeseeable, but sufficientCompletely reshape cognition and change the way the world workssolution. This echoes the sixth layer of Maslow’s theory of needs proposed in his later years:Self-transcendence。

Pioneers who reach this level often exhibit an extraordinary trait: they are no longer obsessed with figuring out “what users want”, but insteadImmerse yourself in your love and unswerving heart。 TheyChoose to listen to your heartsummon, not the hustle and hustle of the market：

• Change the worldSteve jobs。
• Dreaming of immigrating to MarsElon Musk。
• Live life to the extremeRichard branson(Virgin Group).
• Dedicate the company to the planetYvonne Joynard（Patagonia）。
• Single-handedly accelerate the “national fortune”Liang Wenfeng (DeepSeek).

They are not chasing the wind, because they areIt is synonymous with the outlet, the wave, and the surprise。 They are confident, determined, and full of mission.

In their hands, the brand may be a culture, a spirit, and a concept; Perhaps it is a means to stimulate energy and help others. But in the end, the brand justA “tool”, a tool to help yourself and lead everyone to change the world.

Of course, “changing the world” is by no means a genius “high-end” gameplay, and the glimmer can also illuminate the surroundings:

• Yu Donglai has adhered to the “sincerity for sincerity” for 20 years, making Fat Donglai a beacon in China’s retail business.
• Dumplings have been sculpted with ten years of solitary courage“Nezha” rekindled the fire of the spirit of national comics in the hearts of the Chinese people.
• Feng Ji relied on his love for oriental mythology and the spirit of fighting to the death, shocked global players and witnessed the majestic power of oriental aesthetics.

★ The point is that “you” can too: edge, love, focus!

9. The last piece of advice: the product is only the carrier, the ticket to the commercial theater!

Let’s revisit Steve Jobs’ wonderful speech and aphorism, which clearly outlines the triple realm of business:

• starting point: Countless entrepreneurs stop at “I have a great product/technology”.
• Advanced: Excellent brands take a step forward, think”Who does my product solve and what problem?”
• peak: Excellent brands always gaze at the distant lighthouse——”Who can my product create value for?”

In this article, we can start from the following eight aspects to explore the path of value creation:

1. Solving “pain points”: Meet the needs of survival (physiological needs)
2. Building “trust”: Provide peace of mind (safety requirements)
3. Create an “experience”: Create surprises that exceed expectations (social and respectful needs)
4. Evoking “emotions”: Resonate and give comfort (social and respectful needs)
5. Giving “belonging”: Become a badge of circle identity (social and respectful needs)
6. Achieving “Better”: Helping growth and transformation (self-actualization needs)
7. Interpreting “meaning”: Responding to the deep call of “humanity” (self-actualization needs)
8. Pursuing “transcendence”: Provide shocking surprises that change the world (need for self-transcendence)

But no brand can monopolize the eighth dimension, the real wisdom lies in focus and combination: achieve the ultimate in 2-3 dimensions until it becomes your unique.How to focus on combinations?

• Look at the industry and stage, anchor the breaking point and growth pole:BeingTrust the scarce retail red ocean, Fat Donglai entered the game by rebuilding “trust” (buy with confidence), and then weaved a “happiness” experience; The overlord Cha Ji is hereTea melee with serious homogenization, with the perceptible resonance of “health transparency” + “cultural sentiment”.
• Look at the position of the brand, dynamically switch the value focus:In the early days of Xiaomi mobile phones, damn it“Pain points” ultimate cost performance + “rice noodles” sense of belongingRise; When Xiaomi Auto SU7/YU7 is in focusThe charm of “Lei Jun’s personality” + the new identity of technology enthusiasts “sense of belonging”。
• Look at the user contact scene and reconstruct the value expression core:The same product should present a completely different value core in the live broadcast room (instant emotional stimulation) and offline store (immersive experience).

Think about it, Xiaomi YU7 Dading exceeded 280,000 units in 1 hour, Lei Jun is selling a new energy vehicle? Or something else? Perhaps only by calmly “traveling” eight steps will you not say that “no country has such foolish and loyal brand fans”.

Remember:

★ What we end up selling is emotional echoes, identity, and spiritual connections—not standardized services or cold items themselves.

★ Never “sell products”, if you want to sell, sell the “value” that users really desire deep in their souls. This is not only the highest marketing law, but also the ultimate truth of the business world.

Finally, let’s enjoy this passage from the Hermès president’s diary book “Luxury”:

Batabas howled, and the horses ran manically… There is a strange harmony in the air… All the senses are awakened, people touch, see, smell, feel … Batabas paid tribute to the people of freedom.

Batabas does not try to understand whether what he comes up with is what we expect, he creates, conceives, realizes, and accepts.

Others don’t know why or how this absurd and gorgeous and dazzling scene was created.

This is luxury, real luxury!

Take out time to do things well, have your own time at the moment, share your precious time, or leave time for yourself, and truly consider what time can give you, just as it gives everyone’s destiny, it is a concentration, an opportunity, a oneness and value.

Only then can we begin to define luxury.