[robinjfisher]

This is in effect the jobs to be done framework. Is your product solving a functional, emotional or social need? One could argue that motorbikes all fulfil a functional need but only some brands fulfil that emotional or social need.

I don't think people buy better versions of themselves, what they will buy is a product that solves the problem they have and are even more inclined to do so where that product also makes them feel good or improves their social position.