Make a Great Product—And An Even Better Reason To Buy It

Quality, performance, and innovation are the hallmarks of a great product. But in a crowded market, people don’t just buy based on features—they buy based on emotions, needs, and perceived value.

Breaking It Down:

1. Great Product: Your product should be well-designed, functional, and valuable. It should solve a real problem or fulfil a strong desire.
2. Better Reason to Buy: The story, positioning, or unique selling proposition (USP) makes your product irresistible. It could be:

• A strong brand identity (e.g., Apple’s innovation and status symbol).
• A deep emotional connection (e.g., Nike’s empowerment message).
• A unique advantage (e.g., Tesla’s sustainability + cutting-edge tech).

Some brands don’t just create great products. They give people new reasons to use them—turning small ideas into billion-dollar industries.

Here’s how they did it:

Paper Boat

Paper Boat made nostalgia drinkable. Traditional Indian drinks like Aam Panna and Jaljeera were once homemade treats. Paper Boat bottled those memories, but that wasn’t enough. They needed a hook. So they positioned their drinks as a nostalgic experience—a taste of childhood in every sip. That emotional pull made Paper Boat a household name, selling millions of units every year.

Red Bull

It turned an energy drink into a lifestyle. Back in the 1980s, Red Bull wasn’t the first energy drink. But they didn’t just market it as a drink—they built an identity around it. Extreme sports, racing, adventure—Red Bull made its can a symbol of pushing limits. Today, they sell over 11.5 billion cans annually and own an entire culture.

Oatly

In 1994, it experimented with oat milk, a dairy alternative that worked well in baking, breakfast bowls, and smoothies. However, adoption was slow, and consumers weren’t sold on the idea. Then, in 2010, they found their golden opportunity: coffee. They introduced ‘Barista Edition Oat Milk’, crafted to blend perfectly with espresso. Coffee lovers embraced it, and demand surged. By 2023, Oatly had turned into a $783M powerhouse.

Beyond Meat

It changed the way we see plant-based food. Plant-based meat alternatives existed for decades, but they never went mainstream. Beyond Meat launched—not as a vegetarian option but as a “better meat” alternative. They marketed it to meat lovers, not just vegans. The result? A global plant-based revolution and a billion-dollar brand.

Lululemon

Lululemon entered the market in 1998 with a focus on yoga apparel. The business grew steadily, reaching 50 stores. But soon, they noticed a trend—customers weren’t just using their clothes for workouts. They were wearing them all day. Sensing an opportunity, Lululemon pivoted to target this “athleisure” lifestyle, expanding beyond yoga to everyday fashion. The move paid off, pushing sales to nearly $10B last year.

Athletic Brewing

It launched in 2017 with a bold idea—a non-alcoholic beer that tasted good. But instead of competing directly with traditional brews, they redefined when and where beer could be enjoyed. Their target? Active lifestyles. Post-gym celebrations, marathon finish lines, mountain hikes—moments where alcohol was off-limits, but a cold beer still sounded perfect. The result? Athletic Brewing became the best-selling non-alcoholic beer in the US, with a future as bright as its crisp, hop-filled brews.

A great product isn’t enough. Give people a reason to use it, and they’ll return.

And if you can do both? You’ll own the market.