This Is Marketing by Seth Godin

CHAPTER SEVEN
The Canvas of Dreams and Desires
Everything you’ve been taught in school and at work about doing a good job has been
about meeting spec, delivering on the assignment, getting the A, doing the specific thing
for the specific industrial purpose.
“What do you do” is about a task, a measurable, buyable thing.
Consider this job description from the U.S. government:
SEWING MACHINE OPERATOR; GRADE: 6
Sets up and runs a variety of domestic and industrial type power operated sewing
machines and related special purpose machines such as buttonhole, basting and
feed-off the arm machines. . . .
Makes independent judgments and decisions within the framework of oral or
written instructions and accepted methods, techniques, and procedures.
Continually handles objects weighing up to 5 kilograms (10 pounds) and
occasionally objects weighing up to 9 kilograms (20 pounds). Works inside in
areas that usually have adequate light, heat and fresh air. Is exposed to the
possibility of cuts and bruises.
While this is the description of a job, it’s not the description of a dream or a desire.
While it’s specific, it could easily be changed without altering what it delivers.
This is how money works as well. Twenty-dollar bills are meaningless. It’s what you
can buy with them that we work for.
The same is true of your product or service. You may say you’re offering a widget, but
don’t believe it. When you’re marketing change, you’re offering a new emotional state, a
step closer to the dreams and desires of your customers, not a widget.
We sell feelings, status, and connection, not tasks or stuff.
What do people want?