My frugal husband’s annual splurge

Around that time every year when the latest iPhone model comes out, I know exactly what to expect: First, Stephen will hem and haw. Then he’ll decide, decisively , “Nope, not gonna get it this year.” A little while later, he’ll solemnly observe, “I’m finally over it.” That is, until a few more days later when he sheepishly announces, “I placed my order!” (Before diving down a rabbit hole of researching the best phone case, finding a new screen cover, and excitedly counting down the days until all his goodies come in.) It’s basically become one of our traditions since…well, for as long as I can remember. Which is especially surprising given that Stephen is THE most frugal person I know in every other aspect. (Having grown up in an immigrant household as well, his default is that every penny is hard-earned and you gotta save as much as you can.) And it’s not as if the newest model always has a big update either! So it’s not like he’s buying for the product itself. Or because their marketing copy is so good. (It is excellent, but let’s be honest…Stephen’s not reading it.) And it’s definitely not their “content” either. (Aside from their launch events, when’s the last time you remember seeing “content” from Apple?) He’s buying because, well, it’s Apple . Now, for Stephen, it just happens to be Apple. But I know a lot of people who feel the same way about other businesses: Tesla Harley-Davidson Starbucks Disney Nintendo Coca-Cola Lululemon And it’s not a coincidence that these names also happen to be some of the most valuable companies in the world. In fact, it’s because they’re able to evoke that kind of emotion within their customers. So the question becomes: What are these companies doing to be able to do that? And how can any business apply the same principles to exponentially speed up their growth? Over the next few days, we’re going to be talking about just that — How to create that kind of customer interest — scratch that, passion — and corresponding sales, in your own business. And tomorrow, I’ll be breaking down the one characteristic that sums up how to create this for yourself. Until then, a fun question for you: What’s one company you love browsing and buying from regularly? Is it Apple, like Stephen? Or is it something else? (For me, it’s Bloomingdales. I love their customer service and creative marketing. Plus, it doesn’t hurt that they have a Magnolia Bakery inside my go-to Bloomie’s. I do love my sweets.) Hit reply and let me know, I’m genuinely curious! The amazing LZ Support team handles email responses, but I personally read every message. 
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