Excerpt from a YouTube video by Jason M. Lemkin ("Create Meaning Behind Every Product") where the speaker argues that consumers seek meaning in purchases and companies should tell the story behind products (e.g., origins, people, recipes) to provide that emotional connection.
You know, we're all really looking for meaning behind everything. Almost everything that we buy, we want meaning out of it. And whether it's a connection with the people that work somewhere or the people that make your yogurt or whatever that is, you know, we want to feel good about ourselves. The romance part is tell the story behind the product. Why is it this way? Is this your grandmother's recipe? Give people the meaning that they're craving?
