The key to getting attention for a product is not just its features, but the story behind it. Companies like Amazon start with their end goal and work backwards to create a cohesive narrative that captures customers' attention. To succeed in marketing, businesses need to ask "Why?" - understanding why they exist beyond making money - and craft a compelling story that resonates with customers. This involves identifying real problems customers are looking for solutions to, articulating how the product solves those problems better than others, and backing it up with hard claims about its effectiveness. By getting marketing and product teams in sync, businesses can create an advantage that sets them apart from competitors.