Stories rule the world and our imaginations, but more importantly, they are the driver of our choices. When you look at a nice watch and think about buying it, somewhere your brain wonders, “am I the kind of person who spends that much money on a watch?” This isn’t crazy. This is the power Apple leverages when it launches a new product, to know that people who love Apple products are the kind of people who would buy the new thing. They don’t want to be seen as missing out, or falling behind. They are willing to pay the premium (money, standing in line, etc) to tell themselves the story about how they are on the cutting edge, that they are the kinds of people who “think different” [sic].