Success Quote by Roy H. Williams

Roy H. Williams is naming the quiet hack at the center of modern commerce: narrative is a price multiplier that doesn’t have to touch the product. The line lands because it refuses the comforting idea that markets are rational. “Salability” is the tell; it’s not about quality, utility, or durability, but about frictionless desire. A “good story” functions like WD-40 for buyer hesitation, turning maybe into yes while leaving “actual value” untouched.

The intent is half confession, half instruction. Williams, a businessman, isn’t scolding consumers so much as briefing sellers. He’s pointing to the lever that moves inventory: meaning. A story can manufacture scarcity, heritage, authenticity, or rebellion on command. It can reframe the same object as a gift, a status signal, a moral choice, a membership badge. The item stays the same; the buyer’s self-concept changes.

The subtext is slightly darker: if you can increase salability without increasing value, you can also do it without increasing fairness. That’s how “craft” becomes a font choice, how “clean” becomes a color palette, how “family-owned” becomes a vibe even when the supply chain is brutal. It’s not that stories are fake; it’s that their power is orthogonal to the thing itself.

Contextually, this is the logic of branding in an attention economy where products are abundant and differentiation is expensive. If performance gaps are thin, narrative becomes the real moat. The quote works because it’s blunt about the trade: we don’t just buy objects. We buy the reasons we can repeat about them.