A few days ago, I wrote about how we don't make our decisions alone…we make them
as part of a tribe. We're highly influenced by those around us.
What some really smart companies (or their customers) have figured out, is you can give people an "us" to be part of.
Apple sell a better personal computer? Yes, but you're also becoming
part of something larger when you buy a Mac. You're joining a movement
(and Apple sells the tickets).
The same is true for a Jeep or a Harley Davidson.
And your local church or synagogue.
And a Ted Dekker novel.
Do your customers have something to be part of?