"Every idea, every innovation, every product and service has two elements: the cookie and the fortune. The cookie is the commodity, the utility, the tangible product.
The cookie is the thing you put in the shop window and it has a fixed value.
Then there’s the fortune, the magical, intangible part of the product or service, which is where the real value lies in the hearts and minds of the customer. The fortune is the story, the thing that makes people feel something. The real reason they buy the product in the first place. It’s your purpose, your vision and values manifested. It’s also the customers’ story and worldview reflected back to them. The fortune gives the product an acquired value or a different perceived value.
People don’t buy fortune cookies because they taste better than every other cookie on the shelf. They buy them for the delight they deliver at the end of a meal. Marketers spend most of their time selling the cookie, when what they should be doing is finding a way to create a better fortune. Of course your job is to bake a good cookie, the very best that you can, but you must also spend time figuring out how to tell a great story."
Trecho retirado de "The fortune cookie principle : the 20 keys to a great brand story and why your business needs one" de Bernadette Jiwa