text: Many businesses are shocked to discover there’s a major difference between what a company sells and what its customers actually buy. A ‘perception gap’ exists which is best illustrated and is subtly revealed by applying a lens of perspective: once you look at a product or service from a customer’s point of view.
  For example, what if the car manufacturer Volvo sold ‘strong, boxy cars’ instead of ‘safety’, ‘peace of mind’ and a persona a Volvo owner identifies and resonates with? A business may sell ‘premium–quality’ outdoor patio furniture in the form of a mix of stainless steel and responsibly sourced, kiln dried solid wooden tables and chairs, but its customers really want to buy long-lasting, durable, aesthetically pleasing furnishings for outdoor fun and entertainment to either impress the neighbours, enjoy a more outdoor lifestyle or ‘feel good’ kicking back in the garden during the weekend or summer months. See the perception difference?
  The key insight is that ‘sales increase when you create a marketing message that taps into the essence of what your customers want to buy’. Usually the ‘essence’ is another word for ‘why’ they buy, distinct from the ‘what’ they buy, which unfortunately is the space most businesses operate and market in.