When you get a new iPhone, you feel something.

It’s more than the features. It’s the packaging, the way the box slides open, the sleek visuals, and everything you’ve come to associate with Apple.

You don’t need to do a side-by-side feature comparison. You trust that the latest iPhone will have more or less the same features as competitors. You pick it because of how it makes you feel. You pick it because it is a premium experience.

If you’ve ever purchased a car through Carvana you probably won’t ever go back to a dealership. Carvana makes you feel loved through the whole thing. Dealers don’t. They might offer the exact same car, but the car isn’t the only thing that goes into your buying decision.

Companies like Apple and Carvana have raised the bar and created an expectation of delight among consumers.

Everyone wants to feel like a first-class passenger.

By Robb Franks.