{"id":5655,"date":"2025-10-06T23:11:34","date_gmt":"2025-10-06T23:11:34","guid":{"rendered":"https:\/\/id7.dev\/en\/?page_id=5655"},"modified":"2025-10-06T23:11:34","modified_gmt":"2025-10-06T23:11:34","slug":"its-not-your-product-that-people-buy-its-your-truth","status":"publish","type":"page","link":"https:\/\/id7.dev\/en\/its-not-your-product-that-people-buy-its-your-truth\/","title":{"rendered":"It\u2019s not your product that people buy, it\u2019s your truth!"},"content":{"rendered":"\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><br><em>Anthony Bourbon<\/em> \u2694\ufe0f<br><em>8\u201310 minutes read<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the world of entrepreneurship, one mantra keeps coming up: \u201cIterate. Iterate. Iterate.\u201d Of course, iteration is valuable. It\u2019s part of the learning cycle, the lean startup, and test &amp; learn. But there\u2019s a trap many fall into: obsessing over the product at the expense of the promise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Are you improving your app?<br>Adding new features?<br>Fixing bugs?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Great. But in the meantime, are you truly embodying your message?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What your customer buys isn\u2019t your product.<br>It\u2019s an emotion. A transformation. A projection.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u27a1\ufe0f Apple doesn\u2019t sell a phone. They sell a lifestyle, status, and seamless life.<br>\u27a1\ufe0f Patagonia doesn\u2019t sell technical clothing. They sell a commitment, an ideology, a better world.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What these brands do brilliantly is radical alignment between their storytelling and the customer experience. They don\u2019t just tell a story\u2014they live it.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cYour brand is what people say about you when you&#8217;re not in the room.\u201d \u2013 Jeff Bezos<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">The real question isn\u2019t \u201cWhich product should I improve?\u201d but: \u201cWhich promise should I embody at every touchpoint?\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, your customer is no longer passive. They don\u2019t just want to consume\u2014they want to be inspired, understood, and recognized.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your promise is your emotional contract with your audience. If you don\u2019t live it, every product iteration becomes a patch on a flat tire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A perfect product can fail.<br>An imperfect promise, well embodied, can succeed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Two concrete examples:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u27a1\ufe0f <strong>Glossier<\/strong><br>Simple products. Minimal positioning. But storytelling fully embodied by founder Emily Weiss and her community built since 2010 via her blog <em>Into The Gloss<\/em>. The brand focused on a clear promise: minimalist, authentic cosmetics, designed with and for an engaged community. By aligning customer experience, brand messaging, and founder embodiment, Glossier grew rapidly without flooding the market with features.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u27a1\ufe0f <strong>Tesla<\/strong><br>Customer experience is sometimes criticized, but the promise (innovation, boldness, disruption) remains so strong that it unites a committed community.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, embodying a promise also means sticking to it!<br>Elon Musk is Tesla\u2019s public embodiment. When he takes divisive political positions, it blurs the brand message. Result: early 2025, sales dropped (-45% in Europe) and stock value declined. Not because of the product, but because of the brand image.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How to concretely embody your promise:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Start with yourself<\/strong><br>Your message begins with your posture. Your content, your speeches, your strategic choices. Are you the living embodiment of the transformation you promise?<\/li>\n<\/ol>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cPeople don\u2019t buy what you do, they buy why you do it.\u201d \u2013 Simon Sinek<\/p>\n<\/blockquote>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>Audit your customer journey<\/strong><br>From the first LinkedIn post to a confirmation email, onboarding, or coaching sessions: every interaction is a micro-moment of embodiment. Is your storytelling coherent with what your client actually experiences?<\/li>\n\n\n\n<li><strong>Create coherence rituals<\/strong><br>You don\u2019t need to be a multinational to anchor your promise. A few simple actions are enough:<\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Send a personalized voice message to each new client (promise: closeness).<\/li>\n\n\n\n<li>Share a client story every month (promise: real transformation).<\/li>\n\n\n\n<li>Decline projects that don\u2019t align with your values (promise: integrity).<\/li>\n<\/ul>\n\n\n\n<ol start=\"4\" class=\"wp-block-list\">\n<li><strong>Build a community around your vision<\/strong><br>Products gather people. Causes unite them. Don\u2019t just build a sales funnel\u2014build a fire your clients want to come back to.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">According to Edelman Trust Barometer (2023), 63% of consumers buy based on beliefs. They want aligned brands, not just high-performing brands.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Key takeaways:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Stop chasing endless product improvement.<\/li>\n\n\n\n<li>Start walking in the steps of your own message.<\/li>\n\n\n\n<li>Be the reflection of the transformation you promise your clients.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You are an entrepreneur, leader, vision bearer.<br>Your product won\u2019t outlive you. Your promise will.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Make it unforgettable\u2014not just heard, but experienced.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>And you, which promise have you decided to embody?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If this article resonated with you, share it with someone who deserves to shine through coherence.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">The original post is available on LinkedIn in French language :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/pulse\/ce-nest-pas-votre-produit-quon-ach%C3%A8te-cest-v%C3%A9rit%C3%A9-anthony-bourbon--kb2qe\/\">https:\/\/www.linkedin.com\/pulse\/ce-nest-pas-votre-produit-quon-ach%C3%A8te-cest-v%C3%A9rit%C3%A9-anthony-bourbon&#8211;kb2qe\/<\/a><br><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Anthony Bourbon \u2694\ufe0f8\u201310 minutes read In the world of entrepreneurship, one mantra keeps coming up: \u201cIterate. Iterate. Iterate.\u201d Of course, iteration is valuable. It\u2019s part of the learning cycle, the lean startup, and test &amp; learn. But there\u2019s a trap many fall into: obsessing over the product at the expense of the promise. Are you [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-5655","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/id7.dev\/en\/wp-json\/wp\/v2\/pages\/5655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/id7.dev\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/id7.dev\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/id7.dev\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/id7.dev\/en\/wp-json\/wp\/v2\/comments?post=5655"}],"version-history":[{"count":1,"href":"https:\/\/id7.dev\/en\/wp-json\/wp\/v2\/pages\/5655\/revisions"}],"predecessor-version":[{"id":5656,"href":"https:\/\/id7.dev\/en\/wp-json\/wp\/v2\/pages\/5655\/revisions\/5656"}],"wp:attachment":[{"href":"https:\/\/id7.dev\/en\/wp-json\/wp\/v2\/media?parent=5655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}