In many businesses you hear people refer to the things the company sells as product, or material, or skus, or content. The abstraction of a burger or a mop, creates detachment between how the business thinks and how the customer thinks, resulting in a lack of accountability for the experience and value the customer receives. I cringe when I hear Suzanne Greco, Vice President Of Research & Development, SUBWAY refer to the things Subway sells as “product”. There is an intimacy we all must have with the things we sell, and customers don’t think about how great a Subway product would taste. The customer thinks in concrete and tangible terms and so should the businesses that hope to meet their needs. In Subway’s case they sell food, Sandwiches made of bread, lunch meat and cheese. Just listen to the video linked above and replace the word product with sandwich or bread. The interview in my opinion has a completely different feel using real and intimate terms. So, lose the abstraction, be real and intimate with the things you sell.