I was in Cozumel a few days ago and I was walking by 5 merchants who stood side by side selling the same kind of stuff. A tourist was walking in front of me and was interested in buying a hammock. The first merchant stood in silence while the man looked. The second merchant, noticing the mans interest in hammocks started to negotiate a price but they couldn’t come to an agreement so the man kept walking. The last merchant showed him a hammock but this time it was different. The merchant told him that his wife made the hammock by hand. He explained how most hammocks use one thread while his wife uses three – that way if one breaks it still functions. Of course it was a little more expensive for that reason but the man bought it. We often get caught up thinking price is what matters, when in the end all something needs is a better story.
Also published on Medium.