Nobody wakes up saying, “I want to buy a red, carbonated liquid.” Yet Coca-Cola sells billions. Why? Because people don’t buy products. They buy outcomes.

The customer isn’t purchasing sugar and water. They’re buying satisfaction, refreshment, nostalgia, or the status of holding that red can.

The same is true for your business. Your clients are not buying your “product.” They’re buying the dream outcome attached to it. Until you discover and articulate that outcome, your product is just another item on the shelf.

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).