A central premise of my Slingshot Framework is the need and power of connecting emotionally with your target audience. Whatever business you are in, you must strive to fill not just a functional need, but also to capture the hearts of your customers. Establishing and re-stoking such a connection has immense benefits: It keeps you relevant and close to your customers, allows you to be positioned as a provider of lifestyle or workstyle enrichment and to command a premium price.
As an illustration, consider the Brompton folding bikes from England. These bikes, while highly functional, have touched a deep emotional chord with customers who look upon them as their children or their babies. And the bikes come at the hefty starting price of $1,250.
