The Plumber for Female Republicans with Kids in the North Dallas Area
Ellsberg applies this concept primarily to large corporations and celebrities, but the idea of selling an experience rather than a solution is a lesson we can all learn from. As he points out, Madonna wasn't born Madonna (well, technically, she was), but by contrasting a holy name and sultry image, she emerged fully formed as singular celebrity and rode that to international superstardom. She wasn't solving anything, but she sure made an experience that's lasted 30 years.
Give the article a read, and think about how you can use the concepts Ellsberg presents when you are pitching your next campaign to a client. I'd love to hear what you come up with. Hopefully it's better than something about a plumber deep in the heart of Texas.