“But it’s not about the dogs…” she proclaimed. “It’s about the men in the yachts parked nearby.”
I’d never heard a dog grooming community pitched that way before.
But she wasn’t done.
“These women love their dogs, but they love being in a relationship more. Some even technically have partners, but they’re looking to upgrade. My business gives women proximity access to successful men.”
“So it’s a dating service?” someone asked.
“No. This caliber of men would never join a dating service. The brand is a community for female dog owners. But its true purpose is putting them in places where they could meet the men they want … without it being stated explicitly.”
“Because once it’s explicit,” I said, “it changes who shows up. And repels the very men these women would pay top dollar to get in front of.”
“Exactly.”
She knew her target market. The hook. The angles. And the premium pricing she could command.
She’d launched and scaled successful businesses in Russia before.
And I could see why.
Because she understood something most business owners never figure out:
Your customers aren’t buying what you think you’re selling.
They’re buying what your product gives them access to: status, identity, connection, escape. The unspoken desire underneath the obvious one.
This woman wasn’t building a dog grooming business. She was building a lifestyle positioning business. The dogs were just the Trojan horse.
The lesson?
Most owners sell features. Hours saved. Problems solved. Deliverables delivered.
But the businesses that command premium prices — and attract buyers when it’s time to exit — are the ones that tap into something deeper.
Something customers feel but rarely say out loud.
Sound familiar?
If you’re still selling the obvious thing instead of the real thing — you’re leaving money on the table today and equity on the table tomorrow.
If you’re ready to figure out what you’re actually selling and in building a business that reflects it, we’re opening the doors soon to Fall in Love with Your Business Again.
Click here to get early access to the first launch.
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P.S. I’m not the “systems,” “finance,” or “fix your processes” guy.
I help you fall in love with your business again—Because it finally gives you the life you want today
While setting you up to exit on your terms tomorrow.
Join my list for blunt insights and practical strategies to build the business you need for the life you desire