Louis Hotchkiss is one of the best salesmen I have ever met. His description of his products and process is an art. He doesn’t just describe the physical properties of things - rather, he delves deep, giving you a sense of why it came to being, its raison d’être. All this is done with an almost imperceptible theatrical flourish, subtle enough to draw you in but not overpower you with gimmickry or drama.
When he describes his candles, it’s not just a description of the combination of soy wax, scent and a wick in a glass tumbler-like vessel. Nor is it just a detailed account of the packaging, which in itself is the pinnacle of the balance between elegant form and function. As hard as it is to describe, I think he does it by showcasing the harmony between intent and outcome. This is the vision they had for the product and this tangible object in your hand is a realization of it. And that’s magic, magic that connects you not only to the product on an emotional level, but also to the aspirations of the creator.
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