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Sell Dreams, Not Products
Steve Jobs doesn’t sell computers. He sells the promise of a better world. True evangelists are driven by a messianic zeal to create new experiences. When Jobs introduced the iPod in 2001, he said, "In our own small way, we’re going to make the world a better place." Where most people see the iPod as a music player, Jobs presents it as tool to enrich people’s lives. Of course, it’s important to have great products. But passion, enthusiasm, and a sense of purpose beyond the actual product will set you and your company apart.
