Way back in the olden times, before digital cameras were invented, George Eastman (1854–1932), the founder of Kodak, rallied his sales force around him. He asked them a simple question.
"What is the product we are selling?"
The sales force was puzzled. 
"Cameras", said one. Mr. Eastman shook his head from side to side.
"Pictures?" asked another. Eastman said no.
"Film", said yet another.
"No, my friends," said Eastman. "You're all wrong. We're not selling any of these. Those are just the byproducts. A camera is a piece of hardware that anyone can make. We're selling memories. Memories of good times. Memories of family. We are creating memories".
(via "Hot Button Marketing: Push the Emotional Button" by Barry Feig)


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