People Don't Buy Products. They Join Stories.

People don't share your tool. They share what using it says about them. I learned this while testing a product launch that had great utility but zero emotional pull. It worked — but no one talked about it. Why? It didn't give people a story to step into. Every breakout product is a mirror: • Duolingo = "I'm consistent. I'm learning." • Figma = "I collaborate. I think in systems." • Notion = "I'm organized and aesthetic." Your growth engine is emotional resonance. Features just enable it. If your user can't finish this sentence — "I use this because I'm the kind of person who ___" — then you're missing the story. People don't adopt tools. They adopt identities.