Some years ago, my cousin and I opened an online store. She sold skincare products, imported creams, soaps, and the works. I, on the other hand, started a blog teaching small business owners how to use Instagram for sales.
Fast forward two years.
She had shelves full of stock, customers asking for refunds, and profit margins so thin they could cut paper. Me? I had three online courses, two digital products, and a waiting list for coaching.
And that’s when it hit me:
The real wealth is not in the product. It’s in the knowledge behind the product.
Look Around: The Wealthiest Businesses Are Knowledge-Driven
Let’s play a quick game. What does Google sell? Not phones. Not laptops. They sell access to information—they organize knowledge.
What about Netflix? Yes, movies, but also data on what you like to watch, so they can create better stories.
Even Apple, which makes physical products, has become a trillion-dollar company by selling the experience, the ecosystem, and the innovation thinking behind the product.
In other words, knowledge, ideas, and systems are what create and sustain value.
The Shift from Products to Perception
Years ago, people paid for what they could hold. Now, people pay for what helps them think better, move faster, and make smarter choices.
- People don’t just buy courses. They buy shortcuts.
- They don’t just buy coaching. They buy clarity.
- They don’t just buy ebooks. They buy empowerment.
This is the knowledge economy. And the most profitable businesses in this era? They package and sell what they know, not just what they have.
Story Time: The Lady Who Sold “Nothing
I once met a woman at a conference who told me she had no product, no inventory, no warehouse. Yet, she made over $50,000 in one year.
Her secret? She ran webinars teaching export business strategies, consulted for SMEs, and sold templates that helped people apply for grants. She wasn’t selling soap or shoes. She was selling know-how. And people paid, gladly.
What Does This Mean for You?
If you’re still pouring your entire energy into selling physical products, here’s your sign to pause and reflect:
- What do you know that others need to learn?
- Can you package your expertise into a course, guide, or consulting offer?
- Can you teach the “why” behind your product — not just the “what”?
Because people don’t just want stuff. They want to be smarter. They want to win. And they’ll pay those who can help them do that.
From Product Seller to Knowledge Brand
Here’s how to begin your transition:
- Teach something for free: Go live. Write a thread. Post an explainer video.
- Package your process: What steps do you always follow? Write them down. That’s your first guide, checklist, or course outline.
- Position yourself as a guide, not just a seller: Build trust by sharing lessons, not just offers.
- Create digital products: Ebooks, toolkits, templates—anything people can buy and use without you being present.
You don’t have to stop selling physical products, but start selling the thinking that built them. That’s where the real value is.
