They don't want software, they want to accomplish a goal

Aaron Orendorff nails it with this tweet. The truth: people don’t want your product. They want what your product helps them become.

Marketing analysis

Every purchase is about transformation. Software isn’t exciting—saving time, getting promoted, or feeling smarter is. Your job as a marketer is to paint that picture clearly.

Why it works

• Focuses on the end benefit, not the features
• Speaks to the buyer’s aspirational identity
• Makes emotional connection stronger than logic
• Keeps messaging simple and human

Examples

• Peloton sells confidence and community, not bikes
• Apple sells creativity and status, not phones
• Slack sells effortless teamwork, not chat software
• Nike sells identity and drive, not shoes