Selling an Identity

How do you sell a pen for $1,000, $5,000 or even $10,000?

Buying your first Mont Blanc pen for $1,000. It comes with a diamond and certificate for the diamond. Kinda over the TOP for a simple pen.

Why do you need to spent $1,000 to buy a pen when I could buy any pen for a dollar?

The pen is smooth?

The pen has unicorn ink?

The pen writes on it’s own?

No, it’s not the features of the pen…

They sold me the idea that I would feel special, like

I’m some successful businessman using a pen with a stupid diamond.

What Mont Blanc sold me was an IDENTITY.


Suresh Shah, Pathfinders Enterprise


Motivated to write this on my listening and discussion with Gabriel Wong


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