Successful innovators sell dreams, not products

Successful innovators sell dreams, not products. This secret is something that Steve Jobs is well known for. One of his best and most successful innovation techniques was the realization that people aren’t interested in the product – they are interested in what the product allows them to achieve. Famously, when Jobs unveiled the iPod in 2001, he said, “In our own small way, we’re going to make the world a better place.” A lesser innovator may have introduced the product as a music player; Jobs introduced it as a product that would make the world a better place.