Since the new Model 3 Tesla was unveiled just over two weeks ago 400,000 people (who have never test driven or sat in one) have paid $1000 to place an order. And while the price of this latest model makes it accessible to more people it’s clearly not what’s driving these organic sales.

Think about the last significant purchase you made—a car, kitchen appliance or mobile phone. How deeply did you dive into the details about the features and functionality before you decided which product to buy? When were you last persuaded by facts?

Now think about how you differentiate your products and services. Do you default to competing on features, benefits and price alone? What’s at the heart of your story?
Yes, the facts had better stack up, but they’re not what’s driving your customer’s decisions.

Image by Wendell.