Your product has two identities. But your customer buys your product because of just one of these identities. Oops.
See, when you pay $5,000 for your son’s braces, you aren’t buying a middle-aged man to follow you around in a white coat … nor are you buying stainless-steel rods to stick in your son’s mouth.
What you are buying are straight teeth. But not even that. You are buying what those straight teeth mean: beauty over bullying.