“We Don’t Sell Saddles Here” by @stewart https://medium.com/@stewart/we-dont-sell-saddles-here-4c59524d650d?source=tw-lo_e7946e973933-1431898382756
Good tips on conceptual selling.
They could just sell saddles, and if so, they’d probably be selling on the basis of things like the quality of the leather they use or the fancy adornments their saddles include; they could be selling on the range of styles and sizes available, or on durability, or on price.
Or, they could sell horseback riding. Being successful at selling horseback riding means they grow the market for their product while giving the perfect context for talking about their saddles.
A great piece here that everyone who touches product or marketing should read at least once.