In today’s business, it's not just about making better things anymore. No matter how hard you try, someone might always do it better, cheaper, or make more money from it. So, to stay ahead, you need to change how you think. Simply having good quality products or services is not enough anymore. Instead of just making things, you need to make a brand.

The first thing to make your product stand out is to tell a good story. Think of it like a fortune cookie with something special inside. A fortune is a story that links your customers to your brand. It shows what you care about and what you're aiming for. This makes customers feel like your story is also a part of their own. Simply put, you create a unique bond between your target market and the product itself.

Think about IKEA as an example. They're excellent at this. They don't just sell furniture; they also sell their ideas, beliefs, reasons why people should like what they sell. Their motto speaks for itself, “To create a better everyday life for the many people.”

You can do this for your business, either. Just follow some essential steps that make a story about your brand. These steps combined are what we call the "Fortune Cookie Principle." You will gain insight into these aspects in the upcoming sections.