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My supermarket list is quite predictable. Every week I buy the same number of the items except when there’s an offer, then I buy four or five. 

Last week it was strawberry jam; the week before, rice milk. The rest of the stuff that you find at the supermarket passed before my eyes totally unnoticed: marmite, milk, ice-cream, frozen burgers. Even if they were giving them away I wouldn’t have realized it.

No matter what these brands do, they are not for me. 

The most important question is and will always be ‘Who is this for?’ The price and the story evolve and interact with this primary question.

Knowing who you are is intrinsically bound to knowing who you are for. These are not separate questions: it’s a dance, a dialogue. 

You can’t use a story to persuade a vegetarian to eat a burger, but you can use one to persuade her to switch from seitan to tofu. Falling for the story is a myth as much as the idea that when you offer a good price, people will buy.

The best storyteller tells you the story you’re ready to listen to, and the best salesperson gives you the price that you’re ready to buy at. There is no overall great story or a great price.

There is a great story for you, and a great price for you.

Most of the time the rest goes unnoticed. 



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