We live in a world where there is an app for just about everything. Whether we want to buy, sell, capture, talk, store, watch, wake up, go to sleep, meditate, or just waste time, there’s some feature-filled app that can help you do just that. As automotive marketers, we often get bogged down in the features and benefits of what we sell, whether it’s cars or marketing. We are in overdrive at the ‘telling people what it does’ part. But the truth is most people don’t care about what the features enable them to do. Why? Because people don’t want to do; they want to be. They want to be less busy and more productive, less fearful and safer, less alone and more accepted, less marginalized and more connected. People don’t just buy cars — they buy promises.