What Apple, Nike, and Disney get right (and how AI can help you do it too)

According to Harvard research, 95% of purchasing decisions are made subconsciously—driven by emotion, not logic.

Read that again.

It’s not your product specs.
It’s not your 14-point bullet list of features.
It’s not even your price.

It’s the feeling your product creates.

That’s what people are really buying.

Which is why the best brands don’t focus on what they sell—they focus on what their audience feels when they buy.

Apple sells → Trends, not phones.
Ferrari sells → Status, not cars.
Nike sells → Motivation, not shoes.
Disney sells → Memories, not movies.
Amazon sells → Convenience, not products.
McDonald’s sells → Happiness, not burgers.

So if you’re wondering why your offer isn’t landing—or your content isn’t converting—it might be because you’re selling the thing, not the transformation.

Let’s fix that.

Why this matters for your marketing

You could be selling:

• A course

• A membership

• A done-for-you service

• A consulting offer

• A physical product

But no one buys the file, the module, the package, or the hour.

They buy:

✅ Confidence
✅ Clarity
✅ Simplicity
✅ Belonging
✅ Momentum
✅ Relief

The product is the vehicle.
The emotional payoff is the real outcome.

And when your content, messaging, and offers are built with that in mind?

That’s when people stop scrolling.
That’s when people remember your brand.
That’s when people buy.