Secret # 4 | You don’t sell products

If I were to tell you that even one person would navigate to a website and opt to buy a box of rocks for a loved one as a gesture of care, would you believe me? Ten years ago, I wouldn’t have believed it myself. And then I created a company that does just that. Now we send boxes upon boxes out every day. So how have I managed to create a successful company out of rocks? It’s simple.

I knew that the rocks weren’t my real product. What I was really selling was a feeling of connection, a much hotter commodity than anything that sits on a shelf.

One of the most frequent questions I hear when someone picks up one of our crystals or bracelets is “What does it mean?” And what I find interesting is that even the most stunning gemstones and jewelry will not sell if the meaning they hold isn’t appealing.

We’ve even gone so far as to have tested this theory, giving the same product a different name and message in pop-up shops to see what sells best. Sure enough, the meaning is what causes our customers to make the final purchase.

Because of this knowledge, our creative team works diligently to come up with the perfect meaning and message for all of the items in our store. We understand that an item itself is meaningless unless we convey it’s meaning to the consumer.

Action # 4 | Define Your Hot Commodity

Take a moment to think about what it is that your business is offering, whether it’s a physical product or a service. What is it that people are really buying? Are they buying comfort? Thrill? Convenience? Whatever it is, do your best to pinpoint it by answering the following questions.

What’s the feeling you most frequently get from your customers? In other words, how does your product make them feel?


What problem do you solve for your customers?


How can you make your customers aware of what they are really buying?


Now you’re on fire…