一支600美金的笔

我的朋友Marc告诉我他买了一支600美金的笔

这没有什么稀罕 ，对他来说600美金不算什么

但是!!!

他不是在跟我炫耀什么，而是跟我上了一堂很重要的课！

他说：

“ Here’ the thing…I didn’t buy a pen.

I bought a SYMBOL that meant something to me-and the Story behind it.

Let me explain…

This is a Mont Blanc pen called “JFK”, named after President John F. Kennedy.

And my attraction to it had nothing to do with politics or anything…

You see… When I visited the store that day…

The salesperson explained 2 key things to me.

First, he explained that the pen was created in honour of JFK’s great ambitions and belief about what we are capable of as people.

Specifically his vision that we could land a man on the Moon.

JFK had a vision of the highest levels of human achievement and venturing into things that may seem to be impossible.

In his famous speech about why we would go to the moon…JFK said:

‘We choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard…

Because the goal will serve to organise and measure the best of our energies and skills…

Because that challenge is one that we are willing to accept, one we are unwilling to postpone, and the one which we intend to win.’

And this pen has engravings on it that symbolise those first footprints on the Moon, made by Neil Armstrong-when we ultimately made that VISION reality.

Second, the salesperson told me about the Mont Blanc logo and what it represents.

Until then I never bothered to ask what the logo was…

But the man shared with me that the logo represents the peak of the tallest mountain in Europe.

Why?

Because the brand was founded on the commitment to pursuing the highest levels of excellence.

Suddenly, after learning these two things…it was more than JUST a pen to me.

…

”

围绕那支笔，我们聊了一个多小时，重点说sell the VISION

任何一款产品或者一种服务，我们都可以根据客户的需求和购买动机给他们描绘一个漂亮的VISION，如果这个VISION描绘得好，价格不是问题

以后我们说说如何描绘VISION😁