A couple days ago a prospective client showed me their new product page.

Specs. Features. Bullet points. All technically perfect.

… Aaaaand completely missing the point.

Because NO ONE EVER lies awake at night dreaming about product specifications. (Except maybe innovators like you.)

Buyers DO dream about transformation.

Look at successful brands that understand this:

Classpass turned gym memberships into a story about freedom for travellers. 

Leuchtturm1917 transformed planners into symbols of accomplishment. 

Zwift made indoor cycling into a gateway to serious athletic achievement.

Your tank brain isn’t interested in features. It wants to know: “WHO will I become after I own THIS?”

I noticed how Oura grasped this recently. They shifted from marketing sleep-tracking accuracy to showing how better sleep transforms your whole life. Their revenue doubled.

The most powerful question in marketing isn’t “What does your product do?” It’s “Who does your customer want to become?”

Some transformation stories I’ve seen drive massive sales:

• From overwhelmed to in control
• From amateur to professional
• From outsider to insider
• From stuck to progressing
• From worried to confident

Action for today: Open your notes app (or grab your LEUCHTTURM1917) and write out your customer’s transformation story in a whole new way. Start with “I used to be…” and end with “Now I am…” The first is WHO you’re selling to, and the second is WHAT you’re selling them.

Need help uncovering your product’s transformation story? Let’s chat about selling change, not features — tap that little “reply” arrow.

Product Payoff: Away luggage initially marketed their battery and organizational features. Sales were modest. Then they switched to telling stories about transforming from “stressed traveler” to “confident global citizen.” Their sales tripled in just six months.