What Are You Really Selling? A Lesson from the High Seas
This past week, I found myself in an unexpected place of insight—aboard my first-ever cruise, accompanying my wife, Nelli, to a leadership summit for independent business owners. The ship itself was incredible—Royal Caribbean’s Utopia of the Seas, the second-largest cruise liner operating today. It is a marvel of logistics and teamwork, a city on the ocean where thousands of crew members work seamlessly together to create an unforgettable experience for every guest on board. But what struck me the most wasn’t the grandeur of the cruise; it was the conversations I overheard from passionate entrepreneurs, all working to grow their businesses.
As I listened, I noticed something.
These business owners—many in the art, craft, and subscription space—were focused on selling their product or service. They spoke with enthusiasm about their paint parties, crafting kits, and workshops, describing the details of what they provided. But as I absorbed their conversations, something became clear: most of them were focused only on what they were selling, not why their customers were buying.
It was an important realization, and it extends far beyond the art and craft industry.
So let’s take a step back—because this isn’t just about them. It’s about you!
You are reading this post right now. Why?
Maybe you are looking for business insights. Maybe you are interested in leadership development. But that is just the surface-level answer. You are really here because you are seeking clarity. You want momentum. You want to sell better, lead better, and create something meaningful. You are looking for more than just strategy—you want the insight that makes everything click.
So let me give you that insight right now:
People Don’t Buy Products. They Buy Transformation.
Those paint parties, crafting kits, and workshops are not the real product. The true product—the thing people are actually paying for—is the experience. It is the connection. It is the feeling of belonging.
When someone signs up for a paint party, they are not doing it because they need another painting to hang on their wall. My wife, Nelli, owner of Happy Cloud Art Studio, has customers who have attended every single event she has hosted in 2024. They are not showing up just to create a sea glass Christmas tree, a painted door hanger, or a Christmas porcelain gnome. They are showing up because they crave a creative escape from the everyday. They want a space where they feel welcomed and connected, where they can laugh, unwind, and be part of something bigger than themselves. It is not about the craft itself—it is about the experience, the community, and the sense of belonging that keeps them coming back.
And if you are a business owner or a leader, you need to start selling that.
The Leadership Insight: Every Business is a People Business
This realization applies far beyond creative entrepreneurs. In any business, team, or organization, the product itself is only part of the equation. The real value lies in the transformation you create for others.
If you lead a team, you are not just assigning tasks—you are creating an environment where people feel valued and motivated. If you are an entrepreneur, you are not just delivering a service—you are giving people a result, a transformation, a change in how they feel.
Successful businesses understand this. They know that people do not buy products or services; they buy the way those things make them feel. They buy confidence. They buy connection. They buy joy.
The businesses and leaders that thrive are the ones who go all in on delivering an experience. They do not just sell a product; they create a feeling that keeps people coming back.
The Difference Between Dabbling and Going All In
This lesson became even clearer to me when I saw a show on the cruise last night. The theme of the performance was simple but powerful: ALL IN.
That phrase stuck with me.
It is the difference between those who struggle and those who succeed. The ones who struggle are selling only the tangible. The ones who thrive have realized that they are selling something much deeper. They are fully committed to creating value that goes beyond the transaction.
The question is, are you?
What Are You Really Selling?
If you want people to truly connect with what you offer—whether it is a product, a service, or leadership itself—you need to understand what you are really providing. You need to shift the focus from what you sell to why it matters.
If you can do that, you will not just gain customers, clients, or employees. You will create believers. You will build loyalty. You will make a lasting impact.
So ask yourself: Are you just selling a product, or are you selling an experience? Are you dabbling, or are you all in?
Because the most successful businesses and leaders know that every business, at its core, is a people business.
Thank you for taking the time to read this and for investing in your own leadership journey. Understanding what you are really selling—whether in business, leadership, or life—can be the key to unlocking deeper connections and greater success. If you found this insight valuable, I invite you to explore our leadership courses designed to help you lead with clarity, purpose, and impact. You can also dive deeper into these principles in my book, The Everyday Diplomat, where I share real-world strategies for mastering leadership through connection, influence, and everyday diplomacy.
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