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The 5-year-old fifth grader
Tue, Dec 06, 2022
Can a 5-year-old act like a 5th grader?
From his second week of kindergarten onwards, Caleb, my 5-year-old, was wearing his bag on just one shoulder.
Concerned that his bottle might fall off the side of his bag, I once tried to help him put the bag on both his shoulders.
Immediately, he took it back off, which caused me to ask, “Why are you wearing your school bag only on one shoulder?”
“Because that’s how the 5th graders wear their bags!”
My kiddo in kinder was already aspiring to be like the cooler kids in school.
People tend to ape those they look up to, but most brands miss an opportunity because they solely comment about what their product does for people, rather than addressing people’s aspirations.
Examples could include:
- Working out because your favorite hero looks chiseled
- Buying a particular designer brand that your role model wears
- Going all-in on productivity tools because your industry leader does so
Does your messaging address where people want to go, or does it only talk about what your product does today? I’d love to know!