Quote from James A.Hart on July 17, 2025, 12:10 am

When it comes to launching a successful product, most beginners assume they need to create something “better” than what’s already out there. A better formula. Better quality. Better price.

But in reality, “better” is not what drives sales — relevance is.

And relevance comes down to three things:
Packaging. Messaging. And identity.

Customers Don’t Buy the Best Product — They Buy the One That Feels Right

Let’s be clear: your product doesn’t need to be better than the competition.
It just needs to feel like it was made for your audience.

That feeling — “this is for me” — often comes from how the product is positioned, not from the product itself.

Sometimes, all it takes is:

• Different colors or packaging that fit your audience’s lifestyle.
• Words that reflect their values or pain points.
• A clear identity that makes them feel understood.

You’re not trying to win the market. You’re trying to win a person.

“Different” Is Better Than “Better”

If you’re building a brand for a specific audience — not the masses — the goal isn’t to outperform competitors feature-by-feature. The goal is to stand out in a way that matters to one group.

Think about it this way:

A product that’s “better” is fighting for a spot in a crowded race.
A product that’s “different” creates its own lane.

For example:

• Instead of creating the “best” protein bar, you create the first one specifically designed for parents who do CrossFit.
• Instead of selling just another skincare product, you offer one that speaks directly to people with melanin-rich skin — using packaging and language that reflects their identity.

The product might be similar. But the perceived value becomes dramatically higher because of how specific and intentional the brand feels.

It’s Not Just the Product — It’s the Story Around It

Many successful brands don’t have revolutionary products. What they have is a clear story that resonates with a specific group of people.

And that story shows up everywhere:

• The copy on your website.
• The visuals on your packaging.
• The tone of voice in your emails.

When all of these elements consistently say, “this is for people like you,” your audience doesn’t need convincing. They feel it.

That’s when they buy.
Not because it’s “the best.”
But because it feels right.

What You Should Do Next

As you think about your product idea, ask yourself:

• Does my product look and sound like it belongs to a specific community?
• Can someone glance at my brand and say, “That’s for me”?
• What would make it feel different — even if it’s not technically better?

Start there.
Because relevance builds trust.
And trust is what makes products sell.