Contar estórias

"We always think about the cost of an item before we buy it, but we don't buy it because of what it costs.
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If you find yourself acting like you sell a commodity, saying, "this is category X and the price is Y" then you've ceased doing any sort of marketing. You're a commodity provider by choice, which is fine as long as you're okay with competing in a race to the bottom.
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The alternative is to do the difficult and risky work of earning attention, earning a reputation and mostly telling a story that takes your product or service out of the commodity category and into a space defined by connection, meaning and possibility instead.
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Low price is the refuge for the marketer who doesn't have anything more meaningful to offer."

Se a sua empresa não tem uma equipa comercial preparada para contar estórias de paixão, de magia, estórias épicas... fica prisioneira dos muggles e das suas folhas de excel.

Trecho retirado de "Sort by price"