The guitar that got away (and what it taught me about creating epic products).



He swept a palm towards a non-descript acoustic on the wall.

This is a guitar worth spending time with.

Reaching up to flip the price tag, only one eyelid twitched as I revealed a series of zeros.

The monobrowed muso went on:

The sound you get out of it is something else - soft lows, strong mids, balanced highs. Here, have a strum.

He handed it to me.

That tone, hey? Oh, and it’s made from African Mahogany and maple. Abalone rosette, too. Real nice. Take as long as you want; yell if you have any questions.

I wedged the instrument between armpit, thigh and fingers and proceeded to make sweet quality time with an inanimate object.

He was right - it was a glorious hunk of wood and steel.

And even though I hung it back on the hook and slunk past the shop assistant with ‘I can’t afford it’ avoidance, what he said struck a chord.

‘A guitar worth spending time with.’

What a lovely, odd sentiment - like the instrument had a life of its own, a character, a will. Less a commodity and more a living part of the transaction. If I hung out with the guitar and it didn’t like me, then what?

I went on wondering.

What if we all created products and services worth 'spending time with’?

Beautiful offerings with character and charisma. Courses and workshops people loved being a part of. Food, drink and artisan goodies with a story to tell and ingredients that give back.

Distinct, personality-rich and refreshing content - enticing readers to the page with the promise of great conversation. And delivering, of course.

There’ll always be customers who want to buy cheap things, stuff, crap.

But then there’ll be those who want something thoughtful, vital, to connect and engage with - whatever the price tag.

Is your product, service or brand worth spending time with?

Also - should I just buy the damn guitar?

Let me know in the comments. Counting on you for input and advice. Thank ye.