Our minds are full of how great, how cheap, or how sexy your product, service, or idea is. We can’t fit any more of this in.
However, we do have the capacity/desire to be educated on how your product, service, or idea can lead us to a better life and a better world.
Look at Zappos. They teach and show the functionality of every pair of shoes via video stream. Shoe teachers if you will.
Look at Apple. Their stores are not so much stores full of products, but one full of teachers. They realize if I can teach you just one new thing about your iPod, it will become that much sexier in your eyes. IT teachers if you will.
Look at Gary Vaynerchuk. Every day he teaches about a specific wine. He knows that if can teach you to appreciate the vino, you will buy the vino. Professor Vino if you will.
The Internet is a massive sea of how to and how to appreciate and the companies that will dominate in the years to come are the ones with an eye peeled for those with raised hands.
You teach. They tell.