The Rules of the Passion Economy (parte V)

Parte I, parte II, parte III e parte IV.

"“RULE #5: PASSION IS A STORY.
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Whatever you’re selling, you’re selling a story, and it better be a true one. Value is not a physical thing: a lump of metal and plastic and glass. It is also not a period: the hours of effort that a professional puts in to achieve some task. Value is a subjective measurement of how some product or service makes a person’s life better. It is a story, and like all good stories, it has characters and a plot and a feeling of completion, and maybe a bit of drama. This can be true for even the most prosaic of purchases.
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Always tell the truth. Forget morality for a moment; forget a desire to be a truthful person. Even if all you care about is profit at any cost, you still should never lie. The value-creation process requires an investment of effort and capital that generally pays off only over time.
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You can and must tell your story, especially if you’re bad at telling stories. A truthful brand, built on passion and real value, tells a story even if the person who created it is shy and generally lousy at storytelling."