Sell A Lifestyle, Not A Product. The shoppers who love the Sundance Catalog do not want to buy things, they want to create a look or a feel in their home and even their wardrobe. Purchase a backcountry coat, cowboy boots and Indian beads and you are now part of the American West no matter where you really live.

Topic for Discussion: Why is this thinking so important to any niche retailer's success?

Answer: Understanding the customer fully guides every decision. At Sundance this includes product selection, catalog design and even how the salespeople handle calls. People who want to feel as though they live on the land and surround themselves with handmade furniture, sweaters and home accessories are drawn to this catalog.

We have seen others use this strategy. Jagged Edge Mountain Gear sold the journey not the destination to mountain climbers seeking to think about mountain climbing more than they actually do it. International Wine Accessories sells the elegant lifestyle. Ebby Halliday Realtors sells its customers, "The American Dream." Selling a lifestyle rather than a product positions the business as part of a movement or as the champion for a set of ideas rather than being just focused on making money for the sake of making money.

This is a must-do tactic for the Internet. People are not coming to a web site for a single product; they are coming to be deeply educated about a way of doing things and they also want to be part of a community of interest.

You think about it: What do you sell? What do your customers buy from you?