Companies must understand that they are not in the business of making a certain product or providing a certain service, but rather something much more encompassing, much more fundamental: they are in the business of enriching people’s lives.

They are in the business of making people’s lives more fun, more thrilling, simpler, more comfortable, more liberating, safer, more meaningful, more efficient, and more harmonious. This seemingly small shift in strategic thinking is huge. It allows companies to infatuate large groups of consumers and to do so continuously.

Take, for example, Coca-Cola which doesn’t just see itself as a beverage provider, but a provider of shared and infatuating experiences as seen in this popular Share A Can experiment.