We don’t buy products, we buy experiences. Experiences determined by what we value.

When Dyson revolutionized the vacuum cleaner with their pivoting ball and cyclone technology, they weren’t selling a vacuum, they were selling an opportunity to experience advanced engineering.

Advanced engineering that was carefully thought through, down to the smallest detail and solved problems other companies seemed to ignore.

In so doing, Dyson created a valuable experience people couldn’t find anywhere else. Positioning themselves into a market without competition.

Not by selling a product, but an experience people value.