Brands, businesses, movements, products, and services succeed by bringing meaningful change to people. There is a life and a way of being before the product or service existed, and a life and a way of being after it.
Can you remember life before Google, with paper maps, telephone directories, bricks-and-mortar everything, and keeping information in your head?
Every successful business creates a new kind of customer. That customer’s story changes because the business exists. There is a before-the-product story and an after-the-product story.
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