Build-A-Memory
Yesterday was a big day in our house. Finn cashed in on a Christmas gift by creating his own Build-A-Bear stuffie. He was beaming, as any new stuffed animal father would be. It's safe to say that he'll be talking about this for years to come.
Do you know how much it costs to buy a Build-A-Bear stuffed animal? Far more than a stuffed animal should cost. In many cases, 3-4x what you'd typically pay for a similar stuffed animal. It's wild.
However (and this is a big however), you aren't really buying a stuffed animal. Sure, you walk out of the store with a cute little stuffie. But that's not what you're actually buying. Build-A-Bear is in the memory-selling business. Every part of the experience (from the moment you walk into their store until the moment you walk out) is a curated experience to create a lasting memory. From the selection of the body, filling it with stuffing, to the little heart-insertion ceremony, to the accessorization, each part of the sequence builds upon the prior.
People can criticize Build-A-Bear all they want, but that company understands something vitally important. Their value proposition is far more than the physical object they are selling. That's why they can sell so many units at a staggering price. They know who they are, they know who they serve, they how to serve them, and they know what they are selling them.
My wife recently had a similar experience. My gift to her was one of those necklaces you design, and they literally fuse it onto your body. It doesn't come off. It's permanent. The only way to remove it is to cut it off. She chose a simple chain with three birthstones: September (the month Finn and Pax were born), October (the month they became part of our family), and June (the month their adoption was finalized in court). Similar to the stuffie, Sarah's necklace cost more than you'd anticipate. Also similar to the stuffie, this company understands they aren't in the necklace-selling business. They are in the legacy business. They help women create pieces that will theoretically be attached to them for the rest of their lives. There's a special sentiment in that process. That's what people are really buying.
What are you really selling? We're all selling something. We all wake up each morning and do something with our time. Those actions and that work can provide something meaningful. Maybe you sell coffee like my friend TJ. Or maybe you train basketball players like my friend Anna. Or maybe you sell insurance like my friend Ben. Or maybe you raise your kids like my wife Sarah.
Whatever you do, look one layer deeper. What are you really selling? Instead of coffee, TJ really sells smiles and hospitality. Instead of training, Anna helps young ladies develop confidence. Instead of insurance, Ben really sells peace of mind. Instead of "just staying home" (I hate that phrase!), Sarah is molding the next generation of leaders.
Sell what matters.