Love Your Products If You Want Them to Sell

“We love our product ... we think.”

The cookie company’s catalog team handed me its product with trepidation.

“The package isn’t much, we guess. We probably need to change it. But our customers seem to like the cookies inside anyway.”

I looked at it. It was a great package, not fancy, but transparent, so it totally focused on the product. You could see the cookies inside. And it was heavy duty enough to protect — plus it was reusable for keeping junk. It obviously worked. It was a bestseller. I told them I liked it, and why.