People Buy Identities, Not Products
By Jeremy Pound, an EO Accelerator participant and Octane blog contributor
By a mile, the most advantageous secret I have learned during my marketing and entrepreneurship experience is this profound statement by Anthony Robbins, “People don’t buy products; they buy identity.”
Explained further, consumers make buying decisions not based on the logical and rational reasons we were taught in high school economics class, but are actually driven by a series of subconscious beliefs about who they are.