Problem → Customers who Buy from you without Buying into you.

Most businesses ask, “How do we get people to buy?” A reasonable question to be sure.

A better question is, “How do we help them believe, buy into our culture, and feel ownership over their decision?”

People buy for lots of reasons that may not include buying into our brand. When people buy-in to the brand, they don’t just make a purchase—they commit. They connect. They believe. That belief drives loyalty, referrals, and long-term success. As Seth Godin says they become “people like us”.

The difference between buying and buying-in comes down to one thing: belief.

Quote → Change Starts with Choosing to Believe

“People don’t resist change. They resist being changed.” – Peter Senge

Most brands focus on persuasion—crafting the perfect sales pitch, refining the offer, pushing urgency. But high-trust brands do something different.

They invite customers into the process. They involve them in the belief system and mission. They give them a reason to believe and take ownership of the decision.

Story → Pip the Penguin: Creating Buy-In Through Authenticity

Pip lived in a colony where every penguin squawked the same way, trying to be heard over the noise. He did the same—until he realized something.

Instead of yelling louder, he needed to sing his own song.

At first, Pip’s new voice felt strange. It was different. But over time, it cut through the noise. A small group of penguins who resonated with his song found him. They weren’t just following out of habit—they were choosing to follow.

Pip didn’t persuade them. He didn’t market louder. He simply created a reason for them to believe—and they bought in. This small group of believers grew as they shared what they believed and experienced.

This is exactly what happens with brands. The strongest ones don’t try to out-shout competitors. They attract the right people—those who already align with and believe in their message. (You can download Pip’s full story at my company’s website).

At Expio, we take the same approach. Instead of chasing every client, we focus on attracting those who believe in our way of doing things.

If potential clients don’t like a story-driven content approach, clarity on goals and strategy, and creating brand polarity with point of view then it’s not a good fit. That’s great, because there are many great fits and that’s who we’re after.

Solution → How to Create Buy-In Instead of Just Buying

Step 1: Shift from Selling to Storytelling. People don’t buy products. They buy stories—stories where they see themselves winning. Instead of listing features, show them the before-and-after transformation your brand provides. You can also use fictional stories like the one above (who doesn’t like Penguins?)

Step 2: Invite Participation, Not Just Persuasion. Ask questions that bring people into the process:

• “What’s your biggest challenge?”
• “What would success look like for you?”
• “What do you wish was different about [problem your product solves]?”

The moment they engage, they start taking ownership of the solution.

Step 3: Build a Community, Not Just a Customer Base. Loyalty doesn’t come from a one-time purchase—it comes from shared identity. The strongest brands make customers feel like part of something bigger than a transaction.

• Make them part of the mission
• Feature their success stories
• Give them a voice in your brand’s evolution

Every struggling sale, disconnected audience, or fading brand comes down to whether people believe and feel ownership in both the brand and decision.

What would change in your business if you focused less on selling and more on creating belief and buy-in?

And if this resonated, share it with someone who needs to hear it. Let’s build brands that don’t just sell—but create true believers.

PS – Just like belief creates buy-in, mental toughness creates consistency. I’m one week away from complete 75Hard, and it’s been transformational. In celebration—and reflection—next week I’ll share how doing hard things is actually the easiest way to live. Stay tuned!