As long as you sell hope, you will always be in business. When you sell a lipstick, you are not selling something that gives color to women's lips. You are selling the hope of looking prettier, sexier, better than before. When you sell a luxury watch for thousands of dollars, you are not selling a time telling device. You are selling status, class, confidence, a hope of being different. Every successful business sells hope and you must do so to be successful.