All Marketers...

Are they all the same?

So, here’s a glimpse at the ski rental rack at Paragon.

Lots of skis to choose from, obviously.

Except, of course, that the biggest difference is in the graphics. Skis today have a lot more in common than they have in differences. But that won’t stop the prospective customer from spending quite a few minutes trying to decide which ski to rent.

Each ski tells a story. It’s a lie about image and performance and suitability. But if that lie makes the skiing more enjoyable, gives us the confidence to try new things and do them better, then it’s not a lie after all.

People desperately want to believe stories. Even if that story is just a few drops of ink on a plastic sheet.