Value comes from scarcity, something commodities, by definition, don’t have. Commodities are ubiquitous, easy to find, say, online. However, when a commodity is tied to an experience, a memory, or an individual or group identity, suddenly it’s valuable, priceless even. Stories and experiences create a value that scarcity alone cannot, a value that even has the power to change lives. And you know what’s more? People (aka customers) love to talk about great stories and amazing experiences. What great stories or experiences have you heard or are you creating for your customers around eyewear and optical services?

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