Yesterday, I met a dear friend to sign copies of my book he’d bought as gifts.

I pulled out a pretty cool pen I’ve owned for 20 years. He produced something much nicer – the kind of pen that comes in a presentation box.

It got me thinking about the many levels of what is considered prestigious, and how the fascinating world of pen marketing exemplifies this.

At one end, there’s the humble Bic Cristal, virtually unchanged since 1954. At 50 cents or less, it might be the most democratic product ever mass-produced. Millions of people worldwide rely on them daily.

At the other extreme are hand-crafted Montblancs and limited edition Viscontis that cost more than a luxury car.

They all do essentially the same job – and one that’s increasingly optional in our digital world.

Yet pens persist, spanning what may be an unmatched price range across distinct market segments:

Students and offices:

• Basic reliable function
• Low cost, high volume
• Easily replaceable

Professional users:

• Smooth writing experience
• Comfort for long sessions
• Moderate investment

Gift market:

• Presentation value
• Brand prestige
• Marking milestones

Collectors:

• Craftsmanship appreciation
• Investment potential
• Exclusivity

What’s mind-blowing is how each segment has its own complete ecosystem of needs, triggers, and expectations.

A student needs their pen to work reliably through exams.

A CEO might sign major deals with a pen that projects authority.

A collector pursues rare pieces that appreciate in value.

This range of perceived value for essentially the same function is remarkable. While a Bic and a Montblanc both put ink on paper for writing words, they fulfill entirely different needs for the owner.

For product makers, it’s a clinic in market segmentation and value creation.

The physical function might be identical, but the emotional and social roles vary dramatically.

What other everyday objects span such extreme ranges of perceived value? (If you can think of one, I’d love to hear what it is!)

Laurier