We’ve all heard the story…

An unknown artist sells a painting for $1,000. Later, she becomes famous. At that point, the owner of the painting resells it for $1 million.

How is it possible that the exact same painting could fetch two very different values – $1,000 and $1 million?

The reason is that people are telling two different stories about the product:

  • A decent painting by an anonymous artist
  • A stunning artwork by the year’s hottest artist

The marketing lesson is this: you can change the way customers perceive your products and the way they value your products just by changing the story you tell about your products.