Understanding What You’re Really Selling - Businesses miss the mark on their product.
Let me start with a question: Do you truly know what your business is selling? It seems simple, right? But so many companies get it wrong. They focus on the surface—the product, the service, the transaction. But what they’re really selling goes much deeper. It’s the experience, the transformation, the connection. And if you miss that, you’re missing the mark completely.
I’ve seen this play out firsthand. I worked for a company that had been around for decades and decided to branch into the media-driven fitness space to keep up with the market—but they stumbled. They struggled not because they lacked resources or vision, but because they didn’t understand what they were truly selling. It’s an all-too-common story, and it’s one I’m here to help you avoid.
Defining the Core Problem
When I say a company doesn’t know what they’re really selling, what I mean is that they aren’t grasping the big picture. Too often, companies look at their product or the transaction as the entirety of their business. They see the transfer of money for goods or services as the primary value—but they’re missing the experience that surrounds that exchange.
Take apps, for example. People don’t download Hinge or Peloton just for the app itself. While functionality is important, users are really interested in the content or connections the app facilitates. Hinge isn’t selling an app—it’s selling the potential for meaningful connections (or, more often, the dream of those connections). In the same way, Peloton isn’t just selling software; they’re selling motivation, community, and the feeling of belonging (this is mostly done via their instructors, who are the real product).
Missing the Mark
I worked for a company that made this mistake and missed the mark on what they were truly selling. This company had been around for many years and, while adjacent to the fitness industry, primarily operated as a manufacturer. When they branched out in an attempt to stay aligned with market trends—albeit a few years behind the curve—they struggled because they didn’t understand how businesses in the fitness and media space operated.
For so long, they had worked with tangible items like fitness equipment, where marketing and sales had a direct correlation to units sold. But in the fitness industry, especially when media is involved, the product isn’t just the equipment—it’s the experience. To use an analogy: it’s like having a lawyer and a doctor switch roles. Both may hold doctorate degrees, but that doesn’t mean they can perform each other’s jobs. Similarly, when a fitness brand approaches media with a manufacturing mindset, they risk failing because they don’t understand that in fitness, the experience is the product. In virtual and group fitness especially, the instructor becomes the product.
The Customer Perspective: What Consumers Really Want
Understanding the customer perspective is crucial. Consumers don’t view fitness brands the same way they view other industries. When people sign up for a fitness platform or gym membership, they aren’t just paying for access—they’re paying for the assurance that their experience will meet or exceed their expectations.
Most consumers are drawn in by promises of connection, motivation, and transformation. In this context, storytelling and community-building are powerful tools. When brands can tell a story that resonates and create a space where people feel seen and supported, they foster an emotional connection that goes beyond the product itself.
Why Businesses Get It Wrong
One critical oversight in the business world is highlighted by Rob Levin, who says that "big media fails to understand small businesses, the backbone of our economy." This failure is a perfect example of what happens when companies focus too narrowly on mass appeal and overlook the nuanced needs of smaller, local enterprises. Small businesses are not just transactional entities; they are deeply connected to their communities, and their success often hinges on trust, relationships, and authenticity.
Large organizations often try to apply a one-size-fits-all approach, forgetting that small businesses require tailored solutions that align with their unique challenges and strengths. This disconnect underscores the importance of knowing not just your audience, but your specific niche. When businesses can understand and authentically serve these smaller ecosystems, they create loyalty and drive growth that is sustainable in the long term.
Strong customer relationships, like any relationship, require constant care and attention. When businesses take their customers for granted, they risk losing them to competitors who provide a better connection.
Knowing Your Audience Starts with Knowing Yourself
Many businesses believe they know their audience, but they often fall short because they don’t fully understand their own core purpose. Real connection happens when a business’s goals align with its consumers’ needs. The most successful companies operate with a deep understanding of what they offer and why they offer it.
Surveys, feedback tools, and social media interactions can help businesses course-correct and stay in tune with their audience. However, it’s important to take feedback with a grain of salt—especially since the most vocal respondents are often the ones who are dissatisfied. A balanced approach helps businesses avoid pivoting their entire strategy based on the loudest complaints while still addressing valid concerns.
The Power of Authenticity in Building Trust
Trust isn’t built overnight—it’s earned through consistent, authentic engagement. If a company tries to be something it’s not, consumers will notice. A misstep in authenticity can erode trust and be difficult to recover from.
For example, during a controversial election period, a popular sticker company publicly took a political stance that aligned with one of their team members but not their broader customer base. When they tried to walk it back, they alienated both sides. Their initial stance may have been polarizing, but the real damage came from their inauthentic attempt to backtrack. This is a key reminder: be who you are from the beginning, and stay true to your brand’s values.
Why Personalization Matters—And How to Do It Right
People want to feel seen and valued, not like just another data point. But personalization must be done thoughtfully. If handled poorly, it can come across as impersonal or even disingenuous.
For instance, I once received an email where my last name, "Stevens," was used as my first name in an attempt to make the message feel personalized. Instead of making me feel special, it felt like a sloppy, automated effort. Small mistakes like this can undermine consumer trust.
When done well, personalization—supported by automation and AI—can help brands speak directly to their audience in a way that feels genuine and tailored.
Final Thoughts: Redefining Your Value
If businesses want to thrive, they must go beyond the physical products they offer. The key is to identify and communicate their true value proposition. Are they selling convenience, connection, transformation, or something else entirely?
To build lasting customer relationships, businesses need to:
Know their core mission and values.
Deliver consistent, authentic experiences.
Foster community and trust.
By understanding what they’re really selling, businesses can create meaningful, lasting connections with their customers and drive sustainable growth.
If you have questions about redefining your business’s value or want to explore how to scale sustainably, I’d love to connect. I offer business consulting services and am also open to new opportunities. Feel free to reach out directly for advice, insights, or collaboration. Let’s build something great together!
-Bradford Stevens