Riyadh - Mubasher : In 2001, Steve Jobs took to the stage to unveil a new product, the iPod. This device was not the first innovation of its kind at the time, as there were a number of modern devices from different companies that enabled users to “download music” or “audio files.” However, when Steve Jobs took to the stage, he did not talk about the technical specifications or storage capacity in a traditional way, but rather summarized his introduction to the product with a simple phrase: “With the iPod, you can carry a thousand songs in your pocket.” With this resonant phrase, he did not focus on selling just an electronic device; rather, he sold a dream! The dream of owning a personal music library that could be listened to anywhere and anytime, which changed people’s relationship with music forever.

The Mohammed bin Salman Center "MiSK" published the reasons for buying dreams instead of products:

1- Meanings and values associated with the product:

Some products offer meanings or signs of “social status.” For example, a watch is not just a tool for telling time, it is a symbol of success and superiority, and the purchase of some brands is a personal statement of social status, commitment to quality, and desire to shine.

2- Desire to belong:

Many brands create a community or lifestyle that some consumers seek to belong to. For example, there are brands that don’t just sell cars; they sell the idea of excellence, elegance and distinction. Owning their car is not just a means of transportation, but a personal statement that reflects success and sophistication and makes consumers seek to belong to this class of successful people in society.

3- Emotional experience:

Some products offer an emotional experience that enriches the buyer’s life. For example, buying a luxury sports car is not only related to the technical specifications or capabilities of the vehicle, but also to a unique driving experience and a feeling of power and speed.

In conclusion, the true power of any brand lies not in the products it sells, but in the stories it tells, the dreams it fulfills, and the experiences it creates. Always remember: what you sell is not just a product; it is an idea, a story, a dream. Try to show your audience and customers the future they can achieve through you, and you will find that loyalty and a positive relationship with your brand grows naturally and sustainably.

What Steve Jobs did was not just market a product, but create an experience and a vision that connects with the user, and this story is a major axis for understanding how stories can transform an ordinary product that resembles many others into a part of people’s lives and dreams.

Stories are a powerful emotional tool that can transform an ordinary product into an emotional and symbolic icon that holds deep meanings that connect with consumers. When your brand presents a product through a story, you move the message from simply selling a product to providing an experience and creating an emotional connection with the brand and the organization. This connection makes the product more human and relatable to consumers, as they see themselves as characters in that story.

Take Nike, for example, which is considered one of the brands that most uses stories to build its identity. When it launched its famous slogan “Just Do It” in the late 1980s, the goal was not just to promote sneakers, but the idea was to encourage people to overcome fear and challenges and take big steps to achieve their goals. The story that accompanied this slogan was not about the product itself, but about the people who use it. Whether the ad shows a beginner training in difficult conditions or a world-class athlete achieving victory, the message is always the same: the power comes from within, and the tools are just a support to achieve the dream.

When a story is told that touches on values and emotions, it goes beyond the product and becomes a personal experience and stays in customers’ minds longer, making them feel like they are part of a shared journey or dream.

How do people buy dreams, not products?

Products are not always what customers are directly attracted to; rather, it is often the dreams, experiences and values that these products represent that are the real reason behind the purchase decision. When a consumer buys a certain product, he is actually buying what this product represents in his life, his status and his dreams. Successful brands are those that understand this principle and make their products a gateway to achieving dreams, not just commodities.

For example, in the world of fashion, people are attracted to brands that express the identity of a certain class of society. Buying a bag from a certain company means belonging to a high class and enjoying an experience of luxury and elegance. The consumer’s dream is not to search for a “bag” to store personal items, but rather a “sign” that indicates belonging to a high and high class of society.