If You Want to Raise Prices, Tell a Better Story – Ty Montague – Harvard Business Review

Walker's experiment reminds us in a clear and extremely tangible way how the concept of value works in the human brain: a can opener is a can opener is a can opener until it is a can opener designed by Michael Graves and a part of the permanent collection of the Museum of Modern Art. A shoe is a shoe is a shoe until it is a pair of TOMS shoes. For every pair that I buy a child who has never been able to afford shoes gets a free pair as well. Suddenly, these objects are part of an inspiring narrative — one that I can use to reveal something meaningful about myself to others. That's something I am willing to pay for.

via blogs.hbr.org

Great anecdotes from Ty Montague. Read the book "True Story", by the way. It's worth it.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s