Intangible Value
A Harley-Davidson executive once said, “What we sell is fear: the ability for a 43-year old accountant to dress in all-black leather, ride through small towns, and have people be afraid of him.”
Intangible value shifts as perceptions shift. The Harley-Davidson or Hummer salesmen would be hard-pressed to sell fear and intimidation like they used to. Anymore, their products say, “I am compensating.”
The pendulum swings the other way of course, and it seems the newest way to project confidence is to grow a beard.
