Sell the Right Thing.

Just a few short years ago, no one would have imagined that people would pay hundreds of dollars for headphones.  Beats by Dr. Dre changed all that.  Aside from having terrific timing, entering a market that was about to explode, they did one very smart thing.  They didn’t sell the headphones.  They sold a lifestyle, a look and a fashion statement.  They didn’t have to pay celebrities to endorse their headphones; celebrities were seen using them.  If you want to lead your market — even in a small market — stop selling products or services and start selling what really moves people to buy.