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People Don’t Buy Products, They Buy Better Versions of Themselves

TIME

There is the famous story about Steve Jobs when he invented the iPod and everyone in the news and the rest of the tech industry scratched their head a little. MP3 players had been around for quite a while, what was so different about the iPod?

Of course, people argued many things were different, but one of the key aspects was how Jobs marketed and presented it:

“1,000 songs in your pocket”

When everyone else was saying “1GB storage on your MP3 player”, telling people about the product, Apple went ahead and made you a better person, that has 1000 songs in your pocket.

Our friends over at User Onboarding wrote an incredible post and graphic, showcasing how this framework looks on a higher level.

In particular, the image itself proved to be popular—understandably. It’s a great way to describe clever marketing that focuses on benefits rather than…

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