To the eye, water is water is water; it all looks the same.  But if you add a story to it, the liquid becomes far more valuable.

My sister sent me a postcard from the Fountain of Youth in St. Augustine Florida.  The Spanish explorer Ponce deLeon was searching for the mythical waters in 1513 when he landed in Florida.  Today it serves as a tourist attraction and Fountain of Youth Archaeological Park, where visitors can drink the water from the Spring of Eternal Hope.  I don’t believe in the de-aging powers of the water, but in case you do, you can buy some online at (for far more than a bottle of Aquafina!)

I also just saw an entrepreneurial use of water in a lokai bracelet.  These look like plastic bracelets children would wear, but they cost $17.99 because they contain water from Mount Everest (the highest spot on Earth) and mud from the Dead Sea (the lowest point on the planet).  If you believe the source, you may pay the premium price to “find your balance, whether you’re on top of the world or down on your luck.”

Water from many other sources is sold for far more than the nourishment that comes out of your tap.  Think about the narrative that you can add to the service you provide that will allow you to add value to what you deliver.

— beth triplett

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