Features are the most misunderstood aspect of a product. 

The real success of a feature lies not in what it does for us but in how it makes us feel. 

Check out the image below of a vintage Volvo odometer in an amazing ad.??

Most cars back in the day never made it to 100,000 miles in their lifetimes. 

So most odometers often had (and only needed) 5 digits.

But Volvo thought differently because it knew how to make us feel differently. 

Volvo added the rarely needed sixth digit to prove a point and challenge our conviction. 

The only thing better than the brilliance of its feature is the ad that drives this point straight home.

Let me honor this clever copy by taking a backseat while you absorb this ad.

5-digit odometers were made for you to calculate, but Volvo’s 6-digit odometer was made for you to cherish.