“The ultimate meaning to which all stories refer has two faces: the continuity of life, the inevitability of death.”Italo Calvino
Your business tells a story about the evolution of technology, the iterations and attention paid to development. Your customers will feel good after using your product. You deliver excellent service — because that’s authentic, trustworthy, and perpetual.
Your customers need your help. They were sold a faulty product from another business with claims of excellent service, and now they are stuck with a liability. Your business represents help. And, get them out of this mess, you do. Your business builds a strong reputation for trusted service, safety, security, and quality.
Which story does your business represent? Which face of Mr. Calvino’s quote do you address with your business. One is not more right than the other. It is important, however, to stake your claim on one side, and not both.