The Native American Wisdom That Apple Used to Rule the World

Let’s get one thing straight from the jump: no one cares where your product is made. Harsh? Maybe. But it’s the truth, and the sooner you accept it, the sooner you can turn your focus to what really matters in today’s market—how your product makes people feel.

Look at Apple. They don’t manufacture a single one of their products themselves. Ever heard of an “Apple factory”? No. Because there isn’t one. Every iPhone, every MacBook, is outsourced, made by third-party manufacturers overseas. And yet, you walk into an Apple store and people are ready to throw their money at them like it’s some kind of religious pilgrimage. Why? Because Apple has perfected the art of storytelling. They’ve made you feel like buying their product is more than just a transaction. It’s an experience. It’s an identity.

Red Bull is another prime example. Do you know where Red Bull is made? Neither do I, and I’ll bet you a can of the stuff that no one else does either. And guess what? It doesn’t matter. You don’t buy Red Bull because you’re concerned about the ingredients or the factory that canned it. You buy it because Red Bull has associated itself with adventure, extreme sports, and an adrenaline-packed lifestyle. It doesn’t matter if you’re drinking it on your couch while binge-watching Netflix. For that brief moment when you crack open the can, you’re a part of that world.

Then there’s Nike, a global juggernaut in the athletic wear industry. Not a single one of their shoes is made in a Nike factory. You think that’s hurting their bottom line? Think again. Nike isn’t selling you shoes—they’re selling you a feeling. They’ve turned their swoosh logo into a symbol of empowerment, of victory. “Just Do It” is not about shoes. It’s about attitude, drive, ambition. And that’s why people pay top dollar for a pair of sneakers made halfway around the world.

So what does this mean for you?

If these behemoth brands don’t care about where their products are made, why should you? Stop wasting time trying to impress people with your supply chain or the details of your production process. Nobody cares if your widget is assembled in Omaha or outsourced to a factory in China. What they care about is the story behind your product.

Here’s a simple analogy: Your product is the wine. Your brand is the bottle. And marketing? Marketing is making sure people know the bottle exists. You can have the best wine in the world, but if it’s in a boring, generic bottle, or worse, if it’s sitting on the shelf in the back of the store where no one can see it, what’s the point? You’ve already lost.

A Native American tribe has a saying: “He who tells the best story controls the world.” Think about that. It’s not about who builds the best product. It’s about who tells the best story. In a marketplace flooded with options, the story is what sets you apart.

Let’s break it down:

You can have two companies selling the exact same product, but the one with the more compelling story is going to win every time. It’s not even close. Take Warby Parker, for example. They’re selling glasses, a product that’s been around for centuries. But the story they’ve built around their brand—affordable, stylish eyewear with a social mission to donate a pair for every one sold—has turned them into a household name.

Think about Tom’s Shoes. Same deal. They didn’t reinvent the wheel. They’re selling shoes, but the story of giving a pair to a child in need for every pair sold resonated with customers. People don’t just buy Tom’s shoes; they buy the feeling that comes with being part of something bigger than themselves.

You don’t need to be a multi-billion-dollar company to do this. In fact, being small can be an advantage. While the big guys are focusing on volume, you can focus on connection. The story you tell about your brand, your product, and your mission can be your most valuable asset.

So, how do you tell a story that works?

First, ask yourself this: What emotion do you want to evoke? Think about it. Apple evokes creativity and innovation. Red Bull evokes excitement and adrenaline. Nike evokes drive and success. What feeling do you want people to associate with your brand? Figure that out, and then build everything around it.

Second, think about your audience. Who are you talking to? What are their values? What do they care about? If you’re trying to sell handmade, artisanal soap to eco-conscious millennials, don’t waste your time talking about how many units you can churn out per day. Talk about your commitment to sustainability, the natural ingredients you use, and how every purchase supports local farmers.

Third, be authentic. People can smell inauthenticity from a mile away, especially in today’s market where consumers are more informed than ever. Your story has to be real. It has to align with your values and your mission. If you’re just slapping a feel-good narrative on a product because you think it’ll sell better, you’re doing it wrong. Your story should be a reflection of who you are as a brand and what you stand for.

Finally, focus on your marketing. Remember, it doesn’t matter how great your product is if no one knows about it. You’ve got to get your story out there. Social media, email campaigns, collaborations—there are so many ways to get in front of your audience these days, and most of them don’t require a huge budget. It’s about being creative and consistent.

Take Dollar Shave Club, for example. They didn’t spend millions on a flashy advertising campaign. They made a low-budget, funny video that told a story about why their razors were the best option for men who didn’t want to waste time and money on overpriced blades. That video went viral, and suddenly they were a household name. The key? They understood their audience and knew how to speak to them in a way that was memorable and engaging.

And here’s the kicker: you don’t have to do this alone. If storytelling and marketing aren’t your strong suits, get help. There are tools out there, many of them free, that can help you craft and spread your story. From social media management platforms to email marketing software, the resources are there if you know where to look.

If you need guidance, we’re here to help. Whether you’re looking for advice on how to position your brand or you need help crafting a compelling narrative, we’ve got your back. Reach out to us, and we’ll create a customized approach tailored to your specific needs.

So, what’s the takeaway?

Stop obsessing over the minutiae of production and start focusing on the bigger picture. The world’s biggest brands have proven time and again that it’s not about who makes the product—it’s about who tells the best story. Whether you’re selling artisanal cheese, handmade jewelry, or tech gadgets, the rules are the same.

Your story is what matters. Your brand is what people remember. And your marketing is what gets your brand in front of them.

At the end of the day, your product might be amazing. But if no one knows about it, if no one connects with it on an emotional level, it’s just another item on a shelf. Tell the right story, and your brand can become something much, much bigger than that.

What story is your brand telling? How is it making people feel? If you’re not sure, it’s time to figure that out. And we can help you get there.

Let’s make sure people see your bottle—and can’t wait to open it.