Patek Philippe's ads say you never actually own the watch

Patek Philippe's ads tell you the watch isn't yours: "You never actually own a Patek Philippe. You merely look after it for the next generation." The photos are just somebody's mom or dad with their kid. A piggyback ride, a walk on a beach.

Buy yourself a nice watch and the first week you're checking your wrist every five minutes. A month later, it's just your watch. Patek doesn't bother selling that week. Its line is the kid on your back. Wear it on every school run and every rainy Saturday on the sidelines, then one day put it on his wrist, and nobody thinks it's just a watch. None of that was Patek.

Most founders only post the unboxing: new launch, new feature, every week. New is the one thing that wears off. Show your customer on an ordinary Tuesday, with your product just part of it.

Be the obvious choice, not another copy.