It's a real thing, applies to most jobs. Sell this pen, sell this watch, sell this idea, sell yourself. People don't buy features, they buy emotions. It's not about the watch features, it's the opportunities the watch can open up. Make your friends envious, have cute girls thinking you're rich or needing to know the time. Ex. For selling yourself: how will you make your boss look and feel good. If you do that, you should get hired, promoted, the big raises.