“When Apple designed their first store, they made sure that over half of it was dedicated to what they called, ‘solutions’. While most retailers were showing people what they had in stock, Apple was showing people what their products could help them become.” Quote from Bernadette Jiwa on her marvelous The Story of Telling blog
The idea of showing people what products or services could help them become is a breakthrough. So many associations sell membership with a list of member benefits. Showing members what being a member could help them become – that’s powerful.